The World: Beijing - China Mobile reshuffles creative agency arrangements

China Mobile has reorganised its agency roster following pitches for parts of its national business, which was previously held by Ogilvy & Mather.

The agency was retained for the company's youth brand M-Zone, but Grey Global took the corporate branding and high-end service, GoTone. Lowe Worldwide was assigned the telecoms company's Shezhouxing brand, along with China Mobile's currently unbranded mobile internet service. The projects have been awarded on a one-year retainer basis.

In a study by Millward Brown, China Mobile was recently ranked the world's fourth-most-valuable brand, behind Microsoft, GE and Coca-Cola.

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