Vol. I · No. 1 · Taipei EditionThursday, 14 May 2026 · 2026-W20Last ingest 3d ago · 4/4 feeds

Agency Intel / TW

“Truth · Timing · Tradecraft” — the WPP Media Taiwan review-readiness desk
Dashboard · Roster · Telecom · Chunghwa Telecom
№ 6 · The Chunghwa Telecom dossier

Chunghwa Telecom

中華電信 · TWSE 2412 · est. spend ~NT$1.8B/yr
Readiness
66
Greenfield
Capped at 95. High confidence — fresh MOPS filing.
Workspace · saved locally in your browser
Pipeline status
Your notes · Chunghwa Telecom
Saves on blur. Stored in your browser only — not synced.

Incumbent-defender. Market share leader (~36% mobile, dominant broadband via HiNet) playing not-to-lose vs. Taiwan Mobile's MyMusic/Disney+/MOMO content bundling and FET's 5G/Friday Video aggression. Brand work is functional/responsible/trustworthy — 'national champion' tone — rather than challenger creativity. Heavy investment in B2B (ICT, cloud, AI, smart city, IDC) where new revenue lives; consumer mobile is a defended cash cow. Marketing budget is fragmented across BUs and procured project-by-project under Government Procurement Act constraints, not via integrated AOR. CSR/ESG/sustainability is a notable brand axis (recognized at 2024 行銷傳播傑出貢獻獎).

Signal timeline · last 90 days
2 of 2 shown
−6d
MOPS · 重大訊息
CEO / President change
Source ↗
−77d
MOPS · 重大訊息
CEO / President change
Source ↗
The arithmetic of 66
score breakdown
Intel depth (7 wedges · leadership change, M&A, recent)research_depth+55
CEO / President changeleadership_other_csuite+9
CEO / President changeleadership_other_csuite+1
Total · capped 9566
30-day signal trajectory
1 signal · ~NT$1.8B
Intel wedges
7/8
7 of 8 wedges corroborated. Research confidence: medium.
Open playbook →
Recommended posture
Watch closely.
Procurement playbook, not AOR pitch: build a 'CHT framework agreement' play — pre-qualified panel for tendered creative briefs, with a permanent bid-desk capability inside WPP Taiwan to respond to 政府採購網 RFPs within statutory windows (often 14-21 days).