Chung Hwa Telecom appoints Burnett in Taipei

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TAIPEI--Taiwan telecom provider Chung Hwa Telecom has awarded its $7.4 million business for its mobile and long distance services to Leo Burnett Co., Taipei. Media will be handled by Leo Burnett's sister media network, StarcomWorldwide.

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.

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