The win follows a pitch against Publicis Groupe's Optimedia and some local agencies. There is no incumbent; previously media was split between various local agencies on a project basis. The account does not include the telco's provincial offices, which control separate media budgets and continue to work with a variety of agencies, including Maxus. "China Telecom is a key state-owned enterprise that is becoming more market-oriented and entrepreneurial. This is the first time they have consolidated media and we are the first international agency to work with them," said Quinn Taw, Beijing-based managing partner, China of MindShare, GroupM's MindShare. "They have the potential to be our largest billing client in China as they grow and consolidate all the spending of their provincial offices."