HTC calls pitch for European integrated advertising brief

LONDON - HTC, the Taiwanese smartphone manufacturer, is seeking an agency to handle its pan-European integrated advertising account.

HTC: Taiwanese smartphone manufacturer calls pitch
HTC: Taiwanese smartphone manufacturer calls pitch

Pitches are being held this week for the business, which sees the brand turning to a more localised marketing strategy following global activity last year.

HTC has ramped up its marketing spend to capitalise on the growth of the smartphone market and its models such as the Hero and the HD2. Its biggest European markets include the UK and Germany.

It is low on brand awareness compared with other handsetmakers, having only made the transition from making products for other brands to pushing its own-brand products four years ago.

Last October, HTC launched the biggest global ad campaign in its history, off the back of a rebrand by the UK-based design and branding agency Figtree, which positioned it as "quietly brilliant".

The campaign was created by the US agency Deutsch, with European media bought by ZenithOptimedia.

The ads were product-specific but also emphasised how the brand puts the consumer first and how different people interact with their handsets depending on their emotions and their activities.

They included a TV ad for the Hero shot from a "phone's eye" view, which broke during a Liverpool versus Manchester United match on Sky Sports 1, as well as print and poster executions.

HTC declined to comment.