SHANGHAI – Arnold Worldwide has won an assignment to develop a branding and product launch campaign in China for Procter & Gamble brand Zest(佳洁士).

Arnold, which only set up shop in China six months ago, won the brief without a pitch. The agency has handled the account in the US for more than 20 years. A media agency has yet to be chosen.

Zest is gearing up for product launches in a number of countries around the world, including China, one of the markets where it wants to adopt a more aggressive stance, a source said.

The assignment will centre on a total repackaging of Zest product lines to help the brand compete more effectively against local and international rivals. Arnold’s assignment covers China and Taiwan, but excludes Hong Kong, where D’Arcy is the agency of record.

By: admin


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