Huawei Appoints Leo Burnett China as Creative Partner

Huawei, the leading global information and communication technology solutions provider, has chosen Leo Burnett China to be its advertising agency for Huawei B2B Enterprise Business Group (EBG). Leo Burnett China will be responsible for the EBG’s new branding strategy and creative work with the aim of building it into a strong and reliable, global brand.

The EBG is one of the key business units within the Huawei group and has successfully launched many successful ICT solutions for enterprises across Asia, Europe and Africa. The unit offers a broad range of customer-centric ICT products and services for vertical industries and enterprises including government and public services, finance, transportation, energy, large enterprises and Small and Medium Enterprises (SMEs). Its portfolio covers enterprise networking, Unified Communications and Collaboration (UC&C), cloud computing and data centers, enterprise wireless networks, network energy and infrastructure services.

Jeff Peng, Director of Branding Department, Marketing & Solution Sales, Enterprise Business Group, Huawei said, “There is a major difference between marketing for B2C (Business-toConsumers) and B2B (Business-to-Business) enterprises. The agency needs to understand this and provide strategic creative marketing communications for our B2B needs. They also need to have an in-depth understanding of our products and technologies. Leo Burnett China excels in all these areas, has a deep understanding of our industry and, in addition, offers us outstanding creative solutions. These factors plus the agency’s resources and strong national and global network, convinced us that they are the right partner for us”.

Leo Burnett China and Huawei EBG have been working together for a few years on a number of key projects, among which Leo Burnett has delivered a series of outstanding creative solutions for the EBG brand. 

Matthew Cheng, the Director of Client Service at Leo Burnett Shanghai said, “The communication ‘target audience’ for a business like the Huawei EBG are vastly different from that of regular B2C businesses. They could be anything from a company, to a city, or even a country. For the team, this is an exceptional challenge and we are very excited about taking it on.”

Danny Mok, CEO of Leo Burnett China, said, “Huawei is a globally recognized technology brand, and we are honored to have the opportunity to be the creative partner for its EBG business. We will consolidate Leo Burnett’s extensive resources in China to support their needs to help drive the Huawei EBG brand to the next level both locally and globally.”