The World: Ho Chi Minh City - JWT lands Mobifone creative account

Mobifone, Vietnam's largest mobile operator, has appointed JWT to its creative account.

The agency picked up the business after a pitch against Leo Burnett, Ogilvy & Mather and Bates 141, the incumbent agency. It will be responsible for creating campaigns that aim to raise awareness of the company's 2.5G and 3G services.

Mobifone has around 31 million subscribers in Vietnam, which equates to just under 25 per cent of the country's mobile subscribers.

The brand recently rolled out a through-the-line campaign to celebrate its 15th anniversary, which featured real-life stories of customers' experiences with the network.

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