Haier taps Saatchi for Games work.(Qingdao Haier Refrigerator Company Ltd. selected Saatchi & Saatchi)(Publicis Groupe S.A. opening its facility in China)(Brief Article)

Advertising Age, December, 2005 by Madden, Normandy

Byline: Normandy Madden

[Shanghai, China] China's most ambitious aspiring global brand, home-appliance maker Haier Group, has appointed Saatchi & Saatchi to handle corporate marketing surrounding its national sponsorship of the 2008 Olympic Games in Beijing, following a pitch including Ogilvy & Mather and Bates Asia, both part of WPP Group, and Japan's ADK agency. Saatchi parent Publicis Groupe will open an office in Qingdao, Haier's headquarters in eastern China's Shandong Province. "One thing both Saatchi and Haier share passionately is our confidence in building Haier into ... a household brand among young, contemporary families through association with Beijing 2008 Olympics. We hope to develop this [assignment] into the strongest global relationship along...

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