Huawei invests through the pandemic

Sam Peña-Taylor

Huawei’s brand chief for the tech giant’s consumer business discusses how agency partnerships and brand investments have adapted through the pandemic.

At this stage of the pandemic, truly international companies like the China-headquartered Huawei are finding an equilibrium. Experiences of one market inform the others and have delivered a rare practical advantage to the company, whose proximity to the Chinese state has drawn it into the crosshairs of US politics. For its consumer business, however, the way to stay above the fray is to focus on the technology.

Huawei’s consumer-facing business is young at just seven years old, compared to an enterprise business that has existed since the late 1980s. As WARC reported in October, one of the firm’s biggest challenges...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands