Agencies line up for Cerebos after Ogilvy resigns brief

<p>SINGAPORE: Ogilvy & Mather's move to resign the advertising account </p><p>of health food company Cerebos in Singapore and Malaysia has sparked a </p><p>three-way pitch in the first market and a win for Naga DDB in </p><p>Malaysia. </p><p><BR><BR> </p><p>Naga picked up the advertising brief, while OMD won the media planning </p><p>and buying business, and DDB's customer relationship agency Rapp Collins </p><p>secured the below-the-line account for Brand's Junior, a kid's </p><p>supplement. </p><p><BR><BR> </p><p>In Singapore, Dentsu Young & Rubicam and sister agency Impiric, along </p><p>with DDB, pitched for the business. The agencies presented creative </p><p>work, although Cerebos had only asked for a strategic pitch to allow it </p><p>to explore the quality of their account servicing. </p><p><BR><BR> </p><p>Cerebos had consolidated its business with O&M to achieve branding </p><p>consistency, but the resignation has now forced it to work with </p><p>different agencies. </p><p><BR><BR> </p><p>O&M said the agency had only resigned the advertising account, but was </p><p>still handling Cerebos' branding work. The network will continue working </p><p>with the brand in Hong Kong, China and Taiwan. O&M said it resigned </p><p>because of a difference of opinion. Jennifer Yap, Cerebos' product </p><p>manager in Singapore, said the main challenge facing the company was to </p><p>expand its Brand's label, moving it beyond its Essence of Chicken lead </p><p>product. </p><p><BR><BR> </p>