HTC to carry out global media review

Mobile technology firm HTC is to carry out a review of its global media planning and buying account, with the expected aim of consolidating its business with a single network.

The move to streamline its advertising contracts follows a review of its worldwide advertising account in October last year, leading to the selection of Mother as its creative and strategic lead, reports PRWeek.

This led to HTC and Mother staging the world's first freefall fashion shoot on a mobile phone as part of a high-profile marketing campaign designed to help the manufacturer claim a larger share of the smartphone market.

Currently, ZenithOptimedia manages HTC's media business in Europe and parts of Asia, while Deutsch Los Angeles is responsible for media in North America.

The technology firm also works with digital shop Profero and integrated agency Momentum in Europe.

HTC was founded in 1997 and has since become one of the world's leading mobile phone businesses, generating revenue of 25 billion Taiwanese dollars (529.88 million pounds) in July 2012.