Hotwire picks up lucrative ZTE European comms brief

LONDON: Hotwire has won a hotly contested battle for mobile phone maker ZTE's six-figure European comms work.

LONDON: Hotwire has won a hotly contested battle for mobile phone maker ZTE's six-figure European comms work.

The agency will lead consumer and corporate PR for the world's fourth-largest smartphone maker, following a pitch first reported by PRWeek UK, as it seeks to grow its market share.

The Chinese firm is gunning for third position in the global smartphone market in the next three years against fierce competition from brands such as HTC, Huawei, BlackBerry, and Nokia.

The brand's fourth position has been fuelled by its popularity in its home market of China, but the PR drive signals its increasing focus on the largely untapped Western market.

Key markets for European growth are the UK, France, and Germany, as well as the Nordic region, which will be served by Hotwire affiliate Northern Link.

Hotwire's responsibilities will include developing a comms strategy for the brand across Western Europe, covering media relations, influencer engagement, and launch events.

“Hotwire's recommendations, creative focus, and deep-level strategic thinking at pitch stage strongly stood out and were highly encouraging, beating out the competition,” said ZTE European brand and marcomms director Sheila Wang. “The agency's wealth of experience and expertise in both the mobile and consumer spaces, coupled with the ability to craft truly integrated and creative campaigns, made the agency stand out.”

Hotwire CEO Brendon Craigie said the agency's innovative and creative approach will help to fulfill ZTE's business goals.

Incumbent Axicom will continue to handle b-to-b PR duties.

This story originally appeared on the website of PRWeek UK.

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