As 2015 nears its end, Campaign Asia-Pacific is reviewing the year by featuring one best-of (or worst-of) list each day. We've got 12 days' worth of the biggest PR disasters, deals, pitches, launches and people moves; the best and worst campaigns; and the oddest stories and quotes we've heard. Click here for all our year-in-review features from not only 2015 but also past years.
Today, we present R3's take on the five biggest APAC pitches in creative and media.
Acura has been slow to take off in China, but with the deep pockets of Honda behind it, this was one of the biggest creative reviews in China, involving all the Japanese agencies along with a few multinational ones. In the end, Dentsu won through, based on a strong servicing team and a strong Tokyo connection.
Askme is one of the fastest growing digital platforms in India, and for the first time, it was looking for a full-service agency for creative and digital. This one attracted all of India’s best, but JWT was able to leverage Mirum and some of its digital assets to win the day. The account is measured at more than Rs 3.5 billiion (about US$52.5 million).
Winner: Leo Burnett
Before the Pfizer merger, Leo Burnett snuck in this important regional opportunity, leveraging Publicis Group’s global healthcare experience and its strong team in Singapore. This one was a coup for the agency, traditionally weaker in health than others, but won against top competition
A massive change in Indonesia, with DDB losing its long-term grip on Pepsi to BBDO. This review came about in one of the world’s youngest countries, and massive soda potential and growth. BBDO leveraged some of its work from other markets to claim this big prize.
It seems so long ago now, but before the scandal, this was one of the most sought-after wins in China—the market leader in the automotive sector, and a brand with an amazing reputation for great work. VW had used multiple agencies in China over the years, but relied on DDB in more than 30 other markets globally. This was a vital win for the Omnicom agency.
1. SC Johnson
After completing a global assessment against Maxus, SC Johnson selected PHD to take over all of the media work—a massive reward for the agency, and Asia Pacific was a crucial part of this win. The brands are performing well in Japan, China and Australia, with room for growth in other markets.
It was a crucial leg of the “Mediapalooza”, but Carat came through for Asia Pacific on the Mondelez business, with Starcom winning it elsewhere. This review was one of the most progressive on digital, with the company making some serious bets for the future with a highly social team.
Market: Emerging markets (North Asia, SEA, India, ME)
Ferrero went from using nine agencies across these 20 markets to appointing PHD to a single assignment, in this massive review covering all of its growth markets (with the exception of China, staying with Carat). R3 was fortunate enough to lead the process, and we, along with the client, were impressed with PHD’s planning consistency, a critical factor in the result.
Winner: Starcom MediaVest
A long-term Omnicom client, Visa took their first major steps outside the group with this review. Starcom was able to showcase some of its global best practice for P&G and Coca-Cola, along with the right talent in the right places. With the Olympics coming in 2016, this will be a big first year for ths pair.
Winner: One Citi / Starcom MediaVest
In a unique approach, Citibank extended its strong Publicis Advertising relationship, appointing the holding group to a “One Citi” engagement, using Starcom for media planning and buying. This ended a long and successful relationship with MEC, particularly in Asia Pacific, where it was one of the top clients.