BEIJING: Baidu, China's leading search agency, has launched its first branding campaign since 2005 in a bid to maintain its hold on the world's biggest and fastest-growing internet population. 

The centrepiece of the campaign is a 48-second TV and online commercial showing how daily searches for information are transforming the lives of both young and old for the better.

While the company has revealed that the ad was produced by a Taiwanese director, the identity of the agency involved remains a closely-guarded secret.

Last month, Baidu signed an agreement with China Unicom to provide wireless search facilities to all Unicom subscribers.

It has also struck a deal with the Discovery Network and M2B World Asia-Pacific to broaden its scope across the entire region.

Earlier this year, digital measurement consultancy ComScore revealed that Asia-Pacific has, at 41%, the highest share of all global internet users.

While China has now surpassed the US to become the biggest internet culture in the world, the country's 298 million-plus regular web users represent just one in four of the total Chinese population.


Data sourced from Brand Republic; additional content by WARC staff