To achieve its goal, the company began experimenting with various forms of entertainment marketing in 2013, including purchasing the naming rights of Hollywood’s famed Chinese Theatre and sponsoring the DMG co-produced blockbuster movie Iron Man 3. TCL sees 2014 as a critical year for a strategic brand rejuvenation. Over the course of 2014, DMG will provide the consumer-electronics manufacturer with strategies in media buying, entertainment project planning and execution in China for both TV and movies.
DMG’s “unmatched entertainment marketing capability, great vision, innovative creativity, global insight, rich resources and outstanding originality' were key factors in the win, according to Qichun Liang (梁启春), assistant president cum branding GM of TCL.
