Huawei appoints Isobar to global consumer digital business

Chinese telecom giant Huawei has appointed Isobar as its digital marketing agency for global product launches and consumer events. Isobar’s Shanghai and Singapore offices will take the lead on the account.

The hardware manufacturer, which was originally a business-to-business brand, has been moving gradually into the consumer space. Just over a year ago, Huawei appointed WPP to its global advertising account, with Y&R Beijing taking on four new mobile phone launches in 2013. However, Huawei has not been helped by the US Congress, considering the company a threat to national security because of its close ties to the Chinese government and military.

Jerry Huang, Huawei Consumer Business Group director of marketing communications, said in a statement, “For a global company, with headquarters in China, we need a digital marketing partner who has both a strong global network and a credible footprint in China. Isobar is one of the only digital marketing agencies who can offer a global network with home grown local knowledge and talent. We look forward to working with Isobar as we continue to take the Huawei brand to the world.” – Adage