Huawei appoints ad agency BBH to drive device campaign


Deal between Huawei and BBH will be run out of London and Shanghai in order to promote new Ascend range of smartphones amongst others

Huawei has appointed UK advertising agency Bartle Bogle Hegarty (BBH) as its global advertising agency as it looks to promote its growing range of own brand smartphones and tablets.

Huawei and BBH will now unveil a “multi-million pound” global brand and product marketing campaign this summer to promote its new range of ‘Ascend’ smartphones.

Huawei unveiled its Ascend P1 smartphone last month at the Consumer Electronics Show (CES) in Las Vegas and will announce another Ascend device at Mobile World Congress (MWC) on February 26.

The Huawei account will be managed out of BBH offices in both London and Shanghai, although it also has bases in Singapore, New York, Sao Paulo and Mumbai.

Huawei Device UK executive vice president Mark Mitchinson (pictured) called the deal with BBH a “milestone agreement” for the Chinese manufacturer.

“There has been a great deal of work behind the scenes, over a number of months, and I am delighted at the appointment of BBH and incredibly excited about the birth of a new, differentiated and disruptive brand in the mobile market,” Mitchinson said.

In addition to the BBH appointment Huawei has also also established a new marketing hub in London to manage and coordinate its global brand work with its global head office in Shenzhen, China.

The new marketing centre will be led by Huawei Device director of global brand management Amy Lou.