M&C Saatchi outgunned incumbent TBWA, Grey Global Group and J. Walter Thompson-Rave for the assignment. Janice Chan, M&C's managing director, said the assignment involved above and below-the-line activities, brand advertising, retail/tactical marketing, e-marketing, promotion, research, media planning, store openings, CRM and in-store merchandising.
B&Q, which launched in China in 1999 and currently has eight stores, plans to open another eight in 2003. It is targeting 58 stores by 2005.
"It will be our role to stimulate transactions and customer value as well as enhance the home improvement concept," said Chan.
China's DIY market is currently thriving as the Government is encouraging home ownership and has liberalised the housing market.
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