Jade Eckardt 12 Jun 2017 // 8:00AM GMT
SAN FRANCISCO — Huawei has named Racepoint Global as its agency of record for Huawei Device USA, following a competitive review involving as many as five agencies in late April.
Racepoint is tasked with providing PR support to help Huawei and its subsidiary brand Honor develop their US and North American presence via several new consumer products and by increasing brand awareness with digital natives.
"We're really excited to work with Huawei. There's so much potential in the devices they're bringing to the market. They've done a great job at bringing technology and lifestyle together," said RJ Bardsley, chief strategist, global technology practice, Racepoint. Bardsley will serve as global lead on the account.
Although Racepoint declined to reveal the exact budget, Peter Prodomou, CEO and president of Racepoint called it "significant." However, in April the Holmes Report understood the assignment to be worth as much as $1m. Racepoint has previously handled PR duties for the Chinese tech giant for several years, led by the firm's Hong Kong office.
Huawei works with a number of PR firms across the globe. H+K Strategies has handled Honor marketing duties in the past, providing a notable campaign starting Brooklyn Beckham and Kris Wu last year. The firm worked alongside other Huawei agencies including Racepoint, Ogilvy PR and Burson-Marsteller.
In 2016, Huawei reported its share of the global smartphone market at 11.4%. In the same year, the company reported an overall revenue jump of 32% to $75.1b. Honor launched in 2013 and entered international markets in 2014. It wasn't until 2016 that Honor target the US market. So far, Honor has generated more than $8.4b for Huawei, selling 60m devices across the world.