Arun Sudhaman 19 Nov 2018 // 2:42AM GMT
NEW DELHI & SINGAPORE — Lenovo has brought in new PR support in India and Singapore, as the Chinese tech giant continues to overhaul its agency relationships following its split with Text100.
In India, the company's lengthy relationship with Text100 comes to a close with the agency replaced by The PRactice, following a keenly-contested competitive review.
In Singapore, meanwhile, WE Communications takes on the local mandate, adding to its existing duties as Lenovo's Asia-Pacific and Hong Kong PR partner.
Lenovo chief communications officer Torod Neptune confirmed both moves, noting that the company is "making a concerted effort to optimize our agency roster to ensure we have access to best-in-breed agencies and market-leading agency talent to support Lenovo’s ongoing business and brand transformation."
Lenovo's ongoing agency rethink also includes a major China review, where it is poised to hire a global agency to handle corporate reputation, thought leadership, and crisis management.
The reviews come after Lenovo named company veteran Gina Qiao as global CMO earlier this year, stepping into a role vacated by the retirement of David Roman. There have also been changes to Lenovo’s Asia-Pacific marketing team, with Bhaskar Choudhuri promoted to regional CMO. He succeeded Nick Reynolds, who has been named global head of marketing for digital, web & social media.
Lenovo was removed from the Hang Seng Index earlier this year and also faced a public backlash when it emerged it had voted for 5G standards led by US firm Qualcomm, rather than an available alternative from Chinese player Huawei. However, the company has since emerged as one of China's hottest tech stocks, thanks to a revival in global PC sales.