LONDON--Lenovo has hired UK firm 3 Monkeys and Germany's 100zehn as the Chinese PC maker steps up global brand-building efforts. 

The company, which is aiming to become the world's largest PC maker, made the appointments following a multi-market review revealed by the Holmes Report. It is understood that a number of firms, including consumer specialists and network players, took part in the pitch. The initial brief, which also included France, was thought to be worth €600K. 

3 Monkeys and 100zehn are charged with overseeing Lenovo's consumer strategy within the UK and Germany, respectively. Work will focus on supporting specific product launches, including a new range of Ultrabooks and the Yoga Ultrabook/tablet hybrid; and, raising the profile of the Lenovo brand.

Lenovo's incumbent PR agency in Western Europe, Text 100, will retain its oversight of corporate and technology duties across the region, along with consumer work outside the UK and Germany.

"We wanted an agency that could propel us into the consumer landscape and help drive our ambition to become the number one PC company not only in terms of the number of products we ship but also in brand reputation," said Lenovo head of UK media relations and executive communications Charlotte West.

"Both 3 Monkeys and 100zehn inspired us with their pragmatic creativity - combining bright ideas with realistic execution," added West. "The next year is critical for us as company in building up our consumer presence. We have a number of very high profile product launches and are delighted to have both agencies on board to supplement the great work that Text 100 does across Europe for our corporate and technology brief."

Lenovo recently overtook Dell to take the number two spot in terms of global PC sales behind HP, and has grown its market share considerably since acquiring IBM’s personal computing division in 2005. Last year, it launched its first global brand campaign, in a bid to build a stronger consumer positioning in Western markets.

West added that, by 2013, Lenovo is aiming to reach the number three spot in EMEA, where it currently ranks behind HP, Acer, Dell and Asus.

In addition to Text 100, Lenovo also works with Ogilvy PR in international markets. In its home country of China, the company works with domestic powerhouse Blue Focus.

The PR review follows the arrival of former Apple marketer David Roman as Lenovo CMO in 2010. Roman previously headed HP’s well-received ‘Your computer is personal again’ campaign, and led the launch of Lenovo’s global ‘For those who do’ brand initiative last year.