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Account in Jeopardy Update: Smartphone maker OnePlus adds agency for brand strategy, promotes CMO (Score 83)

Update: Smartphone maker Droga5 as its global creative AOR (more below). Per O'Dwyer PR, Interbrand will develop a brand strategy by "identifying psychographics & utilizing data."

Sellers - keep in mind that a campaign will reportedly launch this fall and will include film, print, digital, experiential & social work.

Note that head of digital marketing Nicole Qiao left OnePlus in April - moving to Google to serve as industry manager. This shift was followed by Kyle Kiang's promotion to CMO. Additionally, James Meadows joined the company as marketing director in February. In fact, the majority of the company's marketing team is relatively new, which could open up more revenue opportunities as strategy is fleshed out.

Agency & martech readers - with creative & brand strategy teams in place, look for potential digital and/or media work to possibly be up for grabs throughout the end of the year.

Read more about Edge's take on OnePlus below.

Below was originally published on 5/20:

Smartphone maker reportedly launch in the fall across film, print, digital, experiential and social.

Sellers should reach out for revenue tied to the new campaign. Then, look for year round revenue since OnePlus doesn't have a top spending period. Based upon its recent social media posts, it seems to target millennials.

Spend at the company has been going up, a trend that should continue as Droga5 spreads its influence. We should also expect increases under the personnel OnePlus just hired.

The company brought on Wei Zhao, former ZTE Corporation SVP, as USA President (January). Additional executive shifts include global brand marketing director Marcos Ortiz (February), marketing director James Meadows (February), performance marketing strategist Michelle Feldman (April) and creative director Mats Hakansson (April).

Adbeat reports OnePlus began running through digital display in May 2018. Since then, it has spent $1.2 million on ads placed primarily through Google (41%), direct (32%) and YouTube (26%) networks onto site destinations such as youtube.com, cnet.com, tomsguide.com, theverge.com and techrepublic.com. Expect spend to continue increasing.

Agency & martech readers -- since reviews typically follow one another, reach out sooner than later for potential media and/or digital work. Focus pitches on differentiating OnePlus from competitors like Apple, Samsung and Motorola.

Kyle Kiang
Chief Marketing Officer
kyle@oneplus.com

Marcos Ortiz
Global Director, Brand Marketing
marcos.ortiz@oneplus.com

James Meadows
Director, Marketing
james.meadows@oneplus.com