• WedgeProcurement 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).
• Why2005 Proximity Taiwan AOR (~US$5.4M) is the last publicly documented integrated AOR appointment. No public AOR appointment in the 20 years since — almost certainly project-by-project under 政府採購法.
• WhoChien Chih-Cheng (簡志誠) · Chairman — sign-off on major sponsorship / corporate brand budgets; politically sensitive given MOTC oversight

1. W1Procurement 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).
2. W2BU-by-BU strategy: separate pitches into (a) Personal Communications / 5G consumer brand, (b) HiNet broadband + Data Communications, (c) Enterprise/ICT/Cloud/AI B2B (largest growth area under Lin Jung-Tse), (d) MOD content marketing. WPP can be the only holding company with credentials across all four — VML for consumer creative, Ogilvy for B2B/corporate, GroupM for media, Hogarth for production-at-scale.
3. W3ICT/Cloud/AI B2B positioning: CHT's three-engine pivot under Lin Jung-Tse is a B2B brand-build problem — exactly Ogilvy/Wunderman Thompson B2B sweet spot. Position against 'engineer-led, marketing-light' incumbent comms.
4. W4Government Procurement Act expertise as differentiator: WPP can credential MAB-tender win-rate from other state-affiliated clients (e.g., Taipower, CPC, Taiwan Tobacco & Liquor) — operational, not creative, credential.
5. W5Sell-side ad-tech: CHT is becoming a publisher via MOD dynamic ad insertion (Broadpeak). Choreograph + GroupM Nexus can advise on inventory packaging, programmatic guarantee, retail-media-style monetization of HiNet/MOD first-party data.
6. W6ESG / sustainability storytelling: already a recognized axis (2024 Brain Magazine shortlist). WPP's ESG comms (Ogilvy Consulting) maps to a state-affiliated entity's reputational defensive posture.
7. W7International expansion comms: Lin Jung-Tse highlighted smart-city wins in LatAm, SE Asia, Japan — WPP global network is a credential no Taiwan-local agency can match.

• 2005 Proximity Taiwan AOR (~US$5.4M) is the last publicly documented integrated AOR appointment. No public AOR appointment in the 20 years since — almost certainly project-by-project under 政府採購法.
• State-affiliated status (MOTC is largest shareholder, ~35%) means CHT is subject to Government Procurement Act for tenders above threshold (NT$1.5M / NT$5M / NT$10M tiers). Locks out long-term retainer AOR model — every meaningful brief is public-tendered.
• Two procurement portals run in parallel: (a) Government e-Procurement Network (政府電子採購網) for regulated tenders; (b) CHT's own SCM portal (scm.cht.com.tw) for under-threshold and supplier-pool work. WPP needs to be registered on both.
• Business units have separate budget envelopes: Personal Communications (mobile/5G brand), Data Communications/HiNet (broadband), MOD/streaming, Enterprise. Each tenders independently — no consolidated AOR across BUs.
• MOD ad sales / EPG / channel-naming go through CHT's own subsidiary (Chunghwa Yellow Pages Multimedia Integrated Marketing) — a closed loop that agencies cannot bid into.
• Heavy bias toward MAB (most advantageous tender / 最有利標) for creative work and lowest-price for media — splits creative-vs-media procurement and depresses agency margins.
• New CEO (Lin Jung-Tse, Sept 2024) is engineer/B2B background — 'three engines: Connectivity, ICT/Cloud, AI'. Brand work likely deprioritized vs. enterprise ICT positioning; expect more thought-leadership/B2B and less consumer brand storytelling.

• Lin Jung-Tse (林榮賜)President / Total Manager (總經理)

  since
• Chien Chih-Cheng (簡志誠)Chairman

  since
• Ma Hung-Tsan (馬宏燦)President, Data Communications Business Group (數據分公司總經理)

  since
• UnknownHead of Marketing / 行銷處處長 (Personal Communications / mobile)

  since

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).

• 2024

• 2025

• 2025

• ongoing

• Chien Chih-Cheng (簡志誠)Chairman — sign-off on major sponsorship / corporate brand budgets; politically sensitive given MOTC oversight
• Lin Jung-Tse (林榮賜)President — sets strategic tone (three engines: Connectivity, ICT/Cloud, AI); ultimately approves brand strategy direction even if not day-to-day creative
• Head of Personal Communications BG (個人通信分公司總經理)Owns mobile/5G consumer P&L and brand budget — primary buyer of consumer creative
• Ma Hung-Tsan (馬宏燦)President, Data Communications BG — owns HiNet broadband budget
• Head of Public Affairs / Spokesperson Office (公共事務處)Corporate communications, ESG comms, government relations — owns the politically sensitive corporate-reputation spend
• Procurement Division (採購處)Operational gatekeeper — runs the 政府採購網 tenders. No tender response, no engagement, regardless of relationship strength.

Do not pitch this as a creative AOR contest — that's not how a state-affiliated entity governed by 政府採購法 buys. Do not show up with a single big-idea brand campaign concept; the buyers are BU heads procuring discrete deliverables (a 5G campaign, a HiNet promo, a CSR film) on separate timelines. Do not name-drop Proximity Taiwan 2005 — it's irrelevant ancient history and signals shallow research. Avoid positioning that implies CHT is a challenger brand needing edgy creative; the brief is 'national trusted incumbent.' Do not overlook the MOD-as-publisher dynamic — pitching only buy-side media when CHT is also becoming a sell-side ad seller misses half the conversation. Do not under-resource the bid-desk: every WPP win here will come through a public-tender response process, not a relationship handshake. And avoid any positioning that could be read as politically partisan — MOTC is the shareholder, and brand work that touches cross-strait or political topics is a career risk for the CHT marketer who approves it.

• Taiwan Mobile (3045)
• Far EasTone (4904)

• ? Who is the current 處長/協理-level head of marketing within Personal Communications BG? Not surfaced publicly — likely needs LinkedIn Sales Navigator deep-dive or an insider intro via WPP Taiwan's existing telco network.
• ? Which agencies have actually won CHT public tenders 2022-2025? Tender win data is on pcc.mlwmlw.org and twbuygo.com but requires direct query by tender category code (廣告服務 / 行銷企劃 / 媒體採購) — not surfaced in general web search. Worth a paid researcher pull.
• ? Does CHT use a pre-qualified agency panel (廠商評選名單) for repeat creative briefs, or is every tender fully open? If a panel exists, WPP agencies must get on it before pitching anything.
• ? Sponsorship spend (sports, esports, content/TCCF) — does this go through 政府採購網 or is it a different procurement track? Likely a gray zone worth probing.
• ? How is MOD content investment (TCCF, originals) procured vs. MOD brand marketing? May be separately classified as 'content acquisition' not 'advertising' — different procurement rules.
• ? Earnings-call commentary on marketing/SG&A direction under Lin Jung-Tse — Q1/Q2 2025 transcripts not yet pulled; would confirm whether SG&A is being squeezed (likely, given the CapEx-heavy AI/IDC strategy).
• ? Is there an unofficial 'incumbent agency relationship' that wins most tenders despite the open process? Common pattern in Taiwan state-affiliated procurement — worth asking competitors who they think the 'house agency' effectively is.
• ? CHT's relationship with Dentsu Taiwan, ADK, Ogilvy Taiwan, BBDO Taiwan, Leo Burnett Taiwan — none surfaced as named CHT agency, but local market structure suggests one or more has historical project wins. Needs intel call to Taipei 4A association.