The World: Beijing - Saatchis to devise Xiaonei rebranding campaign

Xiaonei, one of China's biggest social networking sites, has handed Saatchi & Saatchi Beijing a rebrand brief in an effort to reflect how quickly the company is growing.

Xiaonei, which originally began as a social network for university students, now has around 70 million users and is changing its name to (meaning "everybody") to reflect its progress.

Saatchi & Saatchi Beijing's rebranding campaign will roll out next month and will run across TV, print and online media.

The work will carry the strapline: "True relationships connect everyone."