FYI 8.26.2009

Guerrilla Events Promote Smart Car; Jamie Lord Joins Harris Interactive; P&G Appoints Wwwins to Handle SEO for Anna Sui; InvestHK Hires M&C Saatchi; Tengzhong Moves Closer to Hummer Acquisition; China Will Overtake Japan's Telecom Market by 2014; Aegis Launches Chinese Airport Division; Euro RSCG Hires Christian Pattman and Billboard Kwok

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Faced with a small budget for a small car, German car maker Daimler turned to guerrilla marketing to promote its Smart compact car in Hong Kong this month.

Given the high density of the Chinese territory, "the Smart Car is the perfect urban vehicle for Hong Kong, small enough to fit in any parking space, but not limiting to your lifestyle," said Sue McCusker, general manager of Publicis Worldwide in Hong Kong. The agency created the campaign, called "Smart: More space for life."

Daimler is demonstrating the car's benefits by parking it in areas with high foot-traffic in a standard-sized parking space, and using the remaining space for lifestyle activities like playing table tennis and practicing yoga.

Pedestrians can participate in the activities, interact with the car, take pictures and even climb inside the car. (View one of the demonstrations on

"The events are not just about showing people the car's size, they demonstrate how urban mobility adds to lifestyle," Ms. McCusker said. "It's fun, relaxed and not hard sell. It's creating an attitude for the brand."
Jamie Lord
Jamie Lord
Harris Interactive has appointed Jamie Lord VP of its Hong Kong office, a new position responsible for research covering technology, media, telecommunications and youth trends.

Most recently, he was marketing & business development director, Asia at Group M's Mindshare media division, also based in Hong Kong.
Procter & Gamble Co. has appointed two Aegis Media divisions, Isobar's Wwwins Consulting division and the search engine marketing firm iProspect, to handle search engine optimization for the new web site of its global cosmetics brand, Anna Sui, in Hong Kong, China and Taiwan. P&G already works with Wwwins in Greater China, where the U.S. consumer goods giant has increased its digital presence in recent years, particularly for brands such as Anna Sui aimed at young, urban affluent consumers.
Hong Kong has turned to M&C Saatchi to help market the territory as a top location for business in Asia as well as a springboard into mainland China.

Invest Hong Kong (InvestHK), a government-backed investment promotion agency, has appointed M&C Saatchi's Hong Kong office following a five-way pitch against Trilogy, MJ Design, Fluid and Moni-Media. The agency will help InvestHK refresh its marketing message and Hong Kong's commercial allure amid the global financial downturn and growing competition from other Asian business centers.

The effort will include print and digital ads, events and collateral materials, says Simon Handford, exec creative director and managing director of M&C Saatchi, Hong Kong.
Sichuan Tengzhong Heavy Industrial Machinery Co. expedts to complete its acquisition of the Hummer brand from General Motors before the end of September.

In a statement in June after signing an initial agreement to buy the Hummer brand, Tengzhong said it would complete the transaction in the third quarter of this year.

"There is no change to that schedule and the deal will be closed before the end of September," said an executive at Brunswick Group, Tengzhong's PR agency.

The Brunswick executive also confirmed that Tengzhong is still seeking approval for the Hummer deal from different Chinese government groups. The Ministry of Commerce, responsible for regulating overseas investments by Chinese companies, is inclined to approve the deal.

But the National Development and Reform Commission, which wants to encourage energy efficient vehicles, is against a domestic company buying a company with Hummer's image as a gas guzzler, he added.

As the highest economic planning agency, the commission can approve or turn down auto manufacturing projects in China. Therefore, its endorsement is crucial since Tengzhong wants to build Hummer vehicles in China.

In the first half of 2009, 250 Hummer vehicles were sold in China, down 13% year-on-year, according to Automotive Resources Asia, a unit of J.D. Power.
--by Yang Jian, the managing editor of Automotive News China
Fueled by mobile penetration in rural areas and growth of 3G services, China's telecommunications market will generate $187 billion by 2014, up from $110 billion in 2008, according to Pyramid Research.

Tht will make China the biggest telecommunications market in Asia, overtaking Japan.

China added 71.2 million new mobile phone subscribers in 2008, roughly 12% of all new mobile phone customers worldwide. China was second only to India, with 113.3 million net new subscribers, said Pyramid Research analyst Daniel Yu.
Aegis-owned outdoor media agency Posterscope Worldwide is bringing its airport media specialist division PSI to Asia, starting with Beijing, Shanghai and Guangzhou. PSI China will be managed by Jay Lin, the CEO of Heartland, Posterscope's Chinese operation. Advertisers include Samsonite Corp., oil company Total and Hitachi Group.
Another Aegis division, the research company Synovate, has appointed Erik Hellquist head of its business consulting division in Hong Kong. Previously, he was head of marketing intelligence at MRI China Group's recruitment division, Tal-os, in Hong Kong.
Euro RSCG has added the role of director of global brands, Asia/Pacific to Hong Kong-based Christian Pattman's current job as regional brand director for Pernod Ricard brands that Euro works with in Asia, including Chivas Regal.

The Havas-owned agency has also hired Billboard Kwok in Shanghai as managing director of Euro RSCG 4D, which handles the agency's digital, customer relationship marketing and new media activities. Previously, he was chief operating officer of iCoupon, a local mobile media company. Before that, he spent 13 years at Ogilvy & Mather in China.

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