HTC hands global smartphone brief to Forever Beta

Taiwan-based HTC has awarded London agency Forever Beta to lead the advertising brief on its global smartphone business.

The first task for the agency will be to reposition the brand around its smartphone offering, which has already launched. The creative centers on the idea of ‘U’ and that HTC technology empowers people to “pursue their own brilliance”.

Chialin Chang, president of the Smartphone Division at HTC, said: "For 20 years, HTC has been creating innovations to help individuals find their brilliance, so it’s important for us that partners share our passion. Forever Beta demonstrated the creativity, energy and passion that align with our values, and I look forward to translating that into exciting ad campaigns for our smartphones."

The East London-based agency will work directly with the head office of HTC in Taipei, Taiwan, according to the announcement.

Matt Saunby, executive creative director at Forever Beta, said: “HTC has been a pioneering and innovating brand for the last 20 years. They’re always asking what’s next and this is exactly the kind of brand we like to work with.”

According to Forever Beta, it won the task following a competitive pitch but didn’t name the other shortlisted agencies.

Outside its smartphone business, VR is a big priority for HTC this year. Towards the end of 2016, the business collaborated with other VR players Google, Facebook and Samsung on a joint initiative to push the nascent technology into the mainstream.