Brands stretch agency tenure for China work

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.

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