JWT is the incumbent for both the Sakura and CTP brands under kitchenware and equipment company Taiwan Sakura Corporation. The agency retained the Sakura account following a pitch earlier this month.
"There are two brands under Sakura Coporation: Sakura and CTP, which are conflicting brands, which cannot be assigned to the same agency," Evan Teng, MD of JWT Taiwan explained, "the client called the pitch, the winner can get the Sakura account, which represents majority of their business, the other agency will only get the CTP brand."
The appointment marks BBDO Taiwan's first kitchenware client. The agency has been briefed to uplift the CTP brand image from its current perception as a blue collar brand and is also expecting a new product brief from the client.
“Sakura and CTP are the same water heater and kitchen utensil products from the same factory
but currently have different brand images,” said a source close to the account.
Carat is the media agency partner for Sakura.