SHANGHAI: Consumer goods giant Henkel(汉高) has replaced Carat(凯络媒体) with Optimum Media Direction as its media agency of record following a review that lasted more than six months.

The account, with estimated annual billings of Rmb100 million (about US$12.3 million), was initially put up for pitch in February. A decision was made only recently to give the incumbent agency another chance at retaining the business, sources close to the review said.

“They wanted to make sure that they made the right decision,” said one source.

Robert FitzGerald, OMD China managing director, said cost efficiency was the focus of the review. “It came down to getting a bigger bang for the client’s advertising dollar. That meant combining planning and creativity to boost impact with the best rates possible,” he said.

There was no change in the agencies handling the creative assignments, including BBDO/CNUAC and local shop Megacom Advertising.

Henkel, which has two main divisions, detergent and skincare, uses a roster of agencies globally: Carat, OMD and CIA.

OMD’s China brief includes advertising work for the two divisions, whose major brands include detergent product, Wipp, and skincare label, Fa.



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