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