Below-the-line specialist 141 has appointed Christopher Luck to run its key BAT account in China as it embarks on a major promotional push for BAT's 555 brand, co-sponsor of the Honda team competing in October's Grand Prix.
Luck, who launched 141's operations in Korea earlier this year, will take charge of a 25-strong team, taking over the BAT brief from Soames Hines, 141 China's chief exectuive officer. David Young has filled Luck's shoes as managing director in Korea.
Luck said that 141 was currently reviewing 555's F1 programme, with countrywide activities about to launch in the lead-up to the Grand Prix, as well as marketing in duty free stores and PR activation centred on Honda driver Jenson Button. "It's monumental," Luck said. "We design everything from uniforms to packaging, to running consumer events, trade events, hospitality, public relations programmes — you name it."
The agency was also responsible for a recent PR event, setting a landspeed record over 555 metres in a 555 sponsored car on the Bonneville salt lake flats in the US. "The team here has been working tirelessly on the 555 Bonneville programme and the 555 F1 programme all year and we're counting down to another awesome event," Luck said.
Luck will also help BAT roll out 555's new retail furniture to match its new pack design unveiled last August, which will start appearing in retail outlets and bars from October. Elements of 555's new brand architecture, developed to give the brand a more rounded feel, have started appearing already but would become a lot more prominent during the F1 promotions, Luck added.
The new brand look is part of a global rollout, though the brand's main markets are in Asia, principally in China and Vietnam.
Luck is the latest in a number of senior appointments for 141 China, following the arrival earlier this year of former Draft executives Sean Sim as ECD and Bryce Whitwam as GM. All three have also been made managing partners.
