The appointment follows a five-way pitch, including three local Taiwanese agencies -- the incumbent Ideology, Eastern and Interface, and Foote, Cone & Belding/Bozell, Taipei.
Taiwan's telecom market deregulated in 1997. State-owned Chung Hwa now faces six privately-owned competitors in the GSM mobile communications market. Chung Hwa must change public perceptions of poor service from government-owned businesses and build a new brand.
Copyright October 2000, Crain Communications Inc.