The World: Beijing - Tencent calls creative pitch to keep grip on market

Tencent, the host of one of China's largest online portals, has called a creative pitch to defend its market dominance, after several competitors put in strong showings during the Olympic Games.

Tencent, whose instant messaging product, QQ, holds more than 288 million active accounts, is looking for a long-term creative agency to be the company's communication partner. OgilvyOne, TBWA and Publicis are all thought to be preparing to pitch for the account.

News of a pitch comes as the portal looks to revamp its image from a youth-oriented site to a more mature all-in-one news location.