• WedgeWedge 1 — '大人物' needs a creative platform: CEO Chee Ching's flagship AI/big data/IoT strategy has no consumer-facing creative idea of comparable scale to 心5G. Pitch a unifying brand platform that translates B2B tech ambition into consumer love — bridges the bifurcation gap.
• WhyBBDO Taiwan has been on the creative AOR roster for ~8 years (since Aug 2018) — that's a long tenure for telecom in Taiwan; conventional review cycle pressure is real, though no public review notice as of May 2026.
• WhoChee Ching (井琪) · President — strategic veto/approval on agency-level decisions and major platforms

1. W1Wedge 1 — '大人物' needs a creative platform: CEO Chee Ching's flagship AI/big data/IoT strategy has no consumer-facing creative idea of comparable scale to 心5G. Pitch a unifying brand platform that translates B2B tech ambition into consumer love — bridges the bifurcation gap.
2. W2Wedge 2 — Post-merger brand reconciliation: FET absorbed APT's ~3M users (many price-sensitive, lower-ARPU). No public-facing creative work has addressed the 'new FET' for these users. Risk = churn back to TWM/CHT. Wedge: a 'welcome to the new FET' platform that re-onboards APT base while elevating brand.
3. W3Wedge 3 — friDay as marketing-tech asset: FET owns a growing AVOD platform (friDay 影音 +100% ad revenue), a shopping platform, AND a heart-life app. Position WPP's GroupM/Choreograph as the partner who turns FET's owned-media stack into a closed-loop acquisition machine — directly addresses the Chia-Ning Chin shift (brand → acquisition).
4. W4Wedge 4 — Far Eastern Group halo: FET is part of the same group as Far Eastern Department Stores (2903), SOGO, Pacific SOGO, Far Eastern Hotels, Far Eastern Air. Cross-group loyalty/payment integration is structurally underexploited in marketing. Group-wide brand orchestration is a WPP/Ogilvy/MediaCom natural play.
5. W5Wedge 5 — Smart city Southeast Asia expansion (announced March 2026): brand-new B2B export brief with zero incumbent agency lock-in for SEA markets. Singapore/Malaysia/Vietnam B2B brand-build is a fresh-paper opportunity.
6. W6Wedge 6 — Sustainability + Net Zero storytelling: 林慧珊 owns ESG narrative; FET has '數位淨零' (digital net zero) ambitions. Purpose-led creative is a known FET strength (Google Best Social Contribution) but needs a 2024-2025-era refresh.
7. W7Wedge 7 — Content investment activation: $30M CJ ENM fund needs marketing surface to deliver ROI; pitch the integrated content-marketing-distribution play.

• BBDO Taiwan has been on the creative AOR roster for ~8 years (since Aug 2018) — that's a long tenure for telecom in Taiwan; conventional review cycle pressure is real, though no public review notice as of May 2026.
• Isobar Taiwan (Dentsu) appears to have produced significant FET work historically including the Google-awarded 'connect every emotion' brand film — suggests FET has used multiple creative partners and is not strictly BBDO-exclusive on project work. Pitch opportunity: lanes are open.
• 2024 APT merger completed Dec 2023 + ongoing org integration through 2025 — new 'AI empowerment' organizational structure announced for 2025. Major restructures historically trigger agency reviews 12-18 months later.
• Lu Hsiu-Wei (呂秀味) holds the Consumer Strategy & Digital Services SVP role in an 'acting' capacity — succession uncertainty in a key marketing-adjacent function.
• Former Brand & Communication Director (Chia-Ning Chin) moved into Acquisition Management — signal that brand work is being subordinated to acquisition/performance KPIs, often a precursor to challenging incumbent brand agencies on ROI.
• FET's '大人物' (Big Data + AI + IoT) tech-first positioning is increasingly carried by in-house PR + product marketing, not big creative campaigns — incumbent agency may be losing share of voice to in-house teams.
• No high-profile Cannes/Spikes Asia wins for BBDO-FET work surfaced in public databases for 2023-2025 (last visible major creative awards are 2021 心5G work) — possible creative output decline.

• Chee Ching (井琪)President & Chief Transformation Officer (總經理兼轉型長)

  since 2019

  Ex-AT&T, PhD Purdue. Drives transformation from telco to 'service company' built on big data/AI/IoT ('大人物' strategy). Named 'Best CEO' by FinanceAsia & Institutional Investor (2021), Digital Transformation Leader by HBR Global Chinese Edition. Owns the strategic narrative — any major brand/agency decision will route through her.

  Source ↗
• Zhao Yi-Nan (趙憶南)Executive VP, Channels & Product Marketing Business Group (通路與商品行銷事業群 執行副總經理)

  since unknown

  THE marketing budget owner. Title fuses retail channel + product marketing under one EVP — agency briefs and creative approvals run through this group. Also concurrently chairs Deyi Digital (德誼數位) subsidiary. Primary decision-maker for any creative AOR review.

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• Zhu Cheng-En / Eric Chu (朱承恩)Senior VP, Personal & Family Telecom & Entertainment Services Business Group (個人家庭電信及娛樂服務事業群 資深副總經理)

  since unknown

  Owns the consumer P&L — postpaid/prepaid mobile, broadband, friDay video. Co-decides on brand campaigns that touch consumer acquisition/retention. friDay 影音 doubled ad revenue YoY 2024 — entertainment-as-marketing is a real lever here.

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• Lu Hsiu-Wei (呂秀味)Acting Senior VP, Consumer Strategy & Digital Services Business Group (消費策略暨數位服務事業群 代理資深副總經理)

  since unknown (acting)

  Acting role = org in flux. Owns consumer strategy and digital services (心生活 app, friDay shopping AI, etc.) — the digital-first marketing surface. The 'acting' tag is a watch signal: succession could shift agency relationships.

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• Lin Hui-Shan (林慧珊)Chief PR & Corporate Sustainability Officer (公關暨企業永續長)

  since unknown

  Owns PR + ESG narrative. ESG is a strategic priority — FET has won Google's 'Best Social Contribution' YouTube award. Sustainability storytelling is an active brief — relevant if pitching purpose-led work.

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• Chia-Ning Chin (秦嘉甯)Director, Acquisition Management (previously Director, Brand & Communication)

  since unknown

  Former Brand & Communication Director who moved into Acquisition Management — suggests brand budgets are increasingly tied to acquisition KPIs (ARPU-driven). Worth tracking on LinkedIn for current brand head.

  Source ↗

Premium-rational-meets-emotional. FET sits between Chunghwa's institutional/state-backed authority and Taiwan Mobile's retail/lifestyle hustle — its sweet spot is 'innovation with warmth' (心 = heart). The brand has historically punched above its weight with emotional storytelling ('開口說愛', '只有遠傳 沒有距離', 心5G premium positioning). Strategy under CEO Chee Ching has pivoted hard from telco → 'service company' built on AI/big data/IoT ('大人物'). 2024-2025 marketing increasingly bifurcates: (a) tech-PR-led B2B narrative around enterprise AI/smart city (low creative agency involvement); (b) consumer brand + 心生活 app + friDay ecosystem (where creative agency work lives). The biggest gap: no signature 2024-2025 consumer brand campaign with award traction — creative platform feels stale relative to the corporate strategy's ambition.

• FET Heart 5G (遠傳心5G) — '極速飆網，頭等體驗' / 'Premium Experience'2021 · BBDO Taiwan (presumed — based on AOR relationship) · Brand film + Ericsson partnership tech story

  Anchor 5G launch positioning that has had legs into 2024-25 — won 2021 iF Design Award, three MUSE Platinum + one Gold, and the US Summit Marketing Effectiveness Award (Platinum, video). Built around 'all Ericsson equipment = stable network' rational positioning. Long-running creative platform.

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• '只有遠傳 沒有距離 然後呢？' (Only FET, No Distance — Then What?)2021 · unknown (likely BBDO Taiwan) · Brand film

  Emotional brand campaign reframing FET's 25-year tagline forward — 4M+ views, Google 'Best Social Contribution YouTube Award'. Featured on Think with Google as a case study of CSR-led emotional advertising.

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• #MyFutureIsMineToSave2024 · unknown · Social/purpose campaign

  Purpose-led campaign listed on AdForum under FET. Suggests continued investment in CSR/purpose creative territory.

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• friDay 影音 AI advertising platform launch2024 · in-house / programmatic (The Trade Desk partnership for omnichannel CTV) · AVOD / programmatic media

  friDay 影音 introduced ad-supported tier in 2024; ad revenue doubled YoY (+100%). Korean drama content driving precision targeting. Signals FET is also a media SELLER, not just buyer — relevant ad-tech lens. Trade Desk case study covers data-driven omnichannel campaign for FET telecom services.

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• friDay Shopping AI Store (3-minute AI storefront)2024 · in-house · Product PR / AI feature launch

  Gen-AI storefront builder for friDay shopping — positioned as a side-hustle tool. Part of broader '導入生成式AI' narrative across the心生活 app.

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• 5G Advanced @ Taipei Dome (Ericsson partnership)2025 · PR-led (in-house + Ericsson) · Tech showcase / B2B narrative

  Network differentiation campaign — demonstrated differentiated 5G slicing capabilities at Taipei Dome. Anchors enterprise/premium consumer story but is tech-PR more than creative campaign.

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• CJ ENM × FET × TVBS — $30M Mandarin content fund2025 · n/a (corporate venture) · Content investment / B2B partnership

  FET co-invested in $30M Mandarin-language content fund with CJ ENM Hong Kong and TVBS. Doubles down on friDay 影音 content-as-marketing strategy and signals FET sees itself as a content distribution platform, not just a carrier.

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• Southeast Asia smart-city services push2026 · n/a (corporate strategy) · Strategic announcement

  FET announced Southeast Asia expansion of smart city services in March 2026 — first major international push. Future B2B brand-building brief.

  Source ↗

• Chee Ching (井琪)President — strategic veto/approval on agency-level decisions and major platforms
  ↗
• Zhao Yi-Nan (趙憶南)EVP Channels & Product Marketing — primary AOR/budget owner
  ↗
• Zhu Cheng-En / Eric Chu (朱承恩)SVP Personal & Family Telecom & Entertainment — consumer P&L + friDay video; key brief-giver
  ↗
• Lu Hsiu-Wei (呂秀味)Acting SVP Consumer Strategy & Digital Services — 心生活 app, digital services creative
  ↗
• Lin Hui-Shan (林慧珊)Chief PR & Sustainability Officer — corporate brand, ESG, crisis comms
  ↗
• Douglas Hsu (徐旭東)Chairman, Far Eastern Group — group-level approval for cross-portfolio plays (Far Eastern Dept Stores, SOGO, hotels)
  ↗

Do NOT walk in with a generic 'we'll modernize your brand' deck. FET has heritage in emotional brand work that has won real awards — they know good creative when they see it. The miss with BBDO isn't taste, it's scale: nothing since 心5G (2021) has had comparable cultural weight. Also avoid: (1) bashing the BBDO incumbent — Taiwan ad community is small and Martin Tsai (BBDO Taiwan ECD) is well-respected; pitch on platform/ambition, not on agency-execution flaws; (2) over-indexing on 5G — that's a maturing story, the white space is the post-5G AI/IoT consumer narrative ('大人物' translated for consumers); (3) ignoring the APT merger user base — pretending the brand audience is unchanged is a tell that you haven't done homework; (4) pitching only above-the-line — FET's owned ecosystem (心生活, friDay 影音, friDay shopping) is where real differentiation happens; (5) any work that conflicts with Far Eastern Group ethos — Chairman Hsu is conservative and group-brand-protective.

• Chunghwa Telecom (2412) — market leader, ~9-year Brand of the Year holder, 2024 Frost & Sullivan Customer Value Leadership; agency-of-record landscape includes Ogilvy historically
• Taiwan Mobile (3045) — completed Taiwan Star merger same window as FET-APT; aggressive on retail/MyVideo content marketing
• T Star / Taiwan Star (subsumed into TWM 2023) — no longer independent
• Asia Pacific Telecom (亞太) — subsumed into FET Dec 2023
• Note: only 3 mobile operators remain post-mergers (CHT, FET, TWM) — Taiwan telecom is a tight oligopoly; brand differentiation is high-stakes and well-funded.

• ? Is BBDO Taiwan still the creative AOR in May 2026? No public review/loss notice, but no fresh BBDO-FET case studies or awards since 2021-22 either — relationship status genuinely ambiguous. Worth a direct check via Campaign Asia or BBDO Taiwan client list.
• ? Who is the current Head of Brand (post Chia-Ning Chin's move to Acquisition Management)? This is the most likely day-to-day agency contact and was not found in public sources.
• ? Did the 2025 AI-focused organizational restructure create a new CMO-equivalent role or consolidate marketing under Zhao Yi-Nan (EVP Channels & Product Marketing)? Org chart structure is documented but the 2025 restructure detail isn't public.
• ? What is FET's media agency status — is Starcom (Publicis Media) still the media AOR, or has Dentsu/Isobar's involvement evolved given the YouTube award-winning work?
• ? What's the marketing implication of the $30M CJ ENM content fund — is there a brand-content brief attached, or is it pure investment?
• ? How is the post-APT-merger price-sensitive subscriber cohort being addressed in brand work? Is there a sub-brand strategy?
• ? Far Eastern Group cross-portfolio loyalty (HAPPY GO, friDay, SOGO) — what is the current orchestration, and which agency holds the group brief?
• ? Spikes Asia / 4A Awards Taiwan 2024-2025 — full results database search would confirm whether any FET work won; public summaries did not surface FET entries.