[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 Haier's global expansion ambition," said Shanghai-based Pully Chau, CEO of Saatchi's offices in Shanghai, Guangzhou, Qingdao and Guangxi. Haier is one of five official national Olympic sponsors, including Sohu.com, Qingdao beer, China Mobile and Yanjing Beer.