Bartle Bogle Hegarty has been given its first Unilever assignment
in the region.
The agency has been tapped to launch the new fabric freshener, Refresh,
in Indonesia - the first product of its kind in that market.
Refresh will be launched under the Trika brand, with a major television
and print campaign to gain category ownership.
"We has done a lot of award-winning work for Unilever in Europe and the
United States, and our appointment in this region has been on the back
of the work done by this agency in the West," BBH Asia-Pacific chief
executive officer Chris Harris told MEDIA.
Meanwhile, BBH has also been appointed to promote ABN AMRO
Asia-Pacific's corporate banking business in the region.
The bank - the sixth largest in the world in terms of assets and
services - currently uses Leo Burnett as its global agency. BBH is 49
per cent owned by Burnett.
The agency is understood to have been tasked with formulating a campaign
that will make ABN AMRO one of the top three banks in the region.
BBH set up in Asia-Pacific about three-and-a-half years ago and, with
its two new accounts, it ranks as one of the faster growing
agencies.
Its other regional clients include CNBC Asia, Levi's, SingTel and
Perfetti.
However, Mr Harris ruled out, for the time being, establishing
operations in other parts of Asia outside of the agency's Singapore
headquarters.
"It doesn't mean we will never expand outside of Singapore but we want
to be steady in our approach, because we don't want to unncessarily
stretch our resources and we want to make sure that all our offices have
the same BBH culture," he said.
