Blow for DDB as FCB grabs PNS China task

<p>FCB Worldwide has launched a brand-building campaign for Park </p><p>N'Shop's first PRC superstore in Guangzhou just weeks after winning a </p><p>four-way pitch against Hong Kong 4As agencies including the incumbent </p><p>DDB. </p><p><BR><BR> </p><p>The assignment represents a major new business coup for FCB, as the Hong </p><p>Kong supermarket chain has aggressive expansion plans for the mainland </p><p>market. </p><p><BR><BR> </p><p>The icing on the cake for the agency is the fact that the assignment </p><p>centres on a superstore with more than 67,000 square feet of retail </p><p>space, making it the biggest Park N'Shop outlet anywhere, including in </p><p>Hong Kong. </p><p><BR><BR> </p><p>For DDB, however, the loss is seen as a major blow, because it has been </p><p>Park N'Shop's agency in Hong Kong since 1991. </p><p><BR><BR> </p><p>FCB has been tasked with creating a campaign to motivate high in-store </p><p>customer traffic and establishing the brand as providing the ultimate </p><p>shopping experience in China. </p><p><BR><BR> </p><p>Television commercials and outdoor ads project an image of Park N'Shop </p><p>being "the store for every day shopping" and as a retailer that offers </p><p>the widest selection of the freshest foods with the best prices in </p><p>town. </p><p><BR><BR> </p><p>The campaign opened with teaser TVC titled "Missing Women". </p><p><BR><BR> </p><p>"This TVC asks where all the women have disappeared to. Of course, they </p><p>are all in the Park N'Shop superstore, which is huge and modern - there </p><p>are even big TV screens at the checkout counter - and with the widest </p><p>selection of products at the best prices," FCB Hong Kong managing </p><p>director Margaret Kennedy said. </p><p><BR><BR> </p><p>The agency's recommendations at the pitch, which focused on both </p><p>strategic and creative solutions, also included proprietary Mind & Mood </p><p>research that profiled the behaviour of Guangzhou consumers. </p><p><BR><BR> </p><p>The buying and marketing director for Park N'Shop, Mr Jan Hes said, "FCB </p><p>understood the importance of developing a powerful idea for the opening </p><p>of our first mainland superstore. This idea is adaptable and can </p><p>accommodate the regional market differences when launching new </p><p>superstores in the rest of the PRC." </p><p><BR><BR> </p><p>He also expressed optimism that FCB's Mind & Mood research capabilities </p><p>would help the campaign move forward with time. </p><p><BR><BR> </p><p>"Based on this deep understanding of consumer behaviour, our marketing </p><p>communciation will resonate with mainland consumers to create new, </p><p>exciting growth opportunities for our brand." </p><p><BR><BR> </p><p>TOP TEN TV RECALL </p><p>HONG KONG </p><p>1) McDONALD'S: client: McDonald's; agency: DDB. </p><p>2) COCA-COLA: client: Coca-Cola; agency: D'Arcy. </p><p>3) SUNDAY (Female Ghost): client: Sunday Mobile Phone Network; agency: </p><p>BBDO. </p><p>3) VITASOY (General Ad): client: Vitasoy; agency: Saatchi & Saatchi. </p><p>5) CTI: client: CTI; agency: Grey. </p><p>6) SUNDAY (Mosquito): client: Sunday Mobile Phone Network; agency: </p><p>BBDO. </p><p>7) iCAN (Aaron Kwok - HSBC credit card): client: HSBC; agency: </p><p>Bates. </p><p>8) PARK N' SHOP: client: Park N' Shop; agency: DDB. </p><p>9) MANULIFE MPF (Wong Chi Wah): client: Manulife; agency: Rapp Collins </p><p>Worldwide. </p><p>9) HSBC/Hang Seng Bank MPF: client: HSBC; agency: Bates. </p><p>Data on TV ads scoring the highest recall among consumers polled was </p><p>collected by MARKET BEHAVIOUR (Hong Kong) LTD, on behalf of MEDIA. </p><p>(November 13-24, 2000). </p><p><BR><BR> </p>