HTC in hunt for creative agency ahead of global smartphone launch
HTC, the Taiwanese tech company, is on a hunt for an advertising agency that will create a global campaign for the launch of a new smartphone next year.
Report say the company hopes to finally settle for one agency by the end of the year. There is no retained agency as it is a project-based pitch.
HTC stands to gain Samsung detractors and its work with Google on its upcoming Pixel and Pixel XL will show off its design prowess, and the company’s rumored Ocean handsets could highlight its innovation with a new user interface.
A source who goes by the handle LlabTooFeR claims the company is working on three new smartphones. The codenames of the unannounced handsets are Ocean Master, Ocean Note and Ocean Smart.
Last year, HTC launched a global campaign created by SapientNitro for its One M9 phone. The ad was the first by the Publicis Groupe agency after winning the brand’s EMEA business at the end of 2014. However, HTC no longer works with SapientNitro.
HTC previously worked with Mother, which captured the brand’s pan-European business in 2011 and added the global account in 2012 after a pitch. It moved its advertising in-house in 2013 after parting ways with the agency.
HTC’s global media is handled by Omnicom Media Group and had been run by M2M in the UK. However, M2M was shut by Omnicom at the end of September.
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