SHANGHAI: Two major brands have signed long-term contracts with
advertising agencies - a rarity in China where short-term arrangements
are commonplace.
American Standard picked Leo Burnett, following a pitch against two
other 4As agencies, to develop and roll out campaigns over a three-year
period which will try to reinforce and build the company's bathroom
sanitaryware brand. The account is worth about US$4.8
million.
Meanwhile, state-owned motor-cycling manufacturing giant Jialing
Motorcycles has appointed multinational agency, Dynamic Marketing Group
(DMG), on a three-year contract to handle its integrated marketing
communications assignment.
It is the first time that Jialing has employed an agency; campaigns were
previously developed in-house.
Jialing is hoping to upgrade its brand image and market share, at home
and abroad.
In order to service the account, DMG has opened an office in Chongqing,
where the motorcycle manufacturer is based.
