MUNICH — Former Huawei-owned smartphone brand Honor has appointed AxiCom as its PR agency in Germany.

The brand makes high-spec, mid-cost mobile phones, laptops and wearables targeted at a young consumer audience. AxiCom, WPP's specialist technology communications agency, is supporting Honor in Germany with a range of communications, from product PR to corporate communications.

Honor was sold by Huawei in November last year to a new consortium, Shenzhen Zhixin New Information Technology Co. The move came after Honor faced difficulties with sourcing consumer electronics components because of US sanctions against its former parent company.

The account was previously held in Germany by WPP sister agency H+K Strategies, which also looks after Huawei globally.

Martina Brembeck, founder and managing director of AxiCom Germany said: “It’s a wonderful start to the year. Honor is one of the most exciting companies in the technology industry; an established, powerful organisation with wonderful products and the verve of a start-up. Together, we are sure to exceed the goals we have set.”