HONG KONG: Leo Burnett has outgunned Saatchi & Saatchi to win the
advertising account of health and beauty retail chain Mannings.
The full-scale pitch included strategic planning and through-the-line
creative recommendations.
Starcom, meanwhile, has scooped the media business. No billings figure
was given.
Burnett will take over the assignment from Mannings' inhouse department,
which will support the agency in a minimal production capacity.
The agency's Hong Kong/China chief executive, Dennis Wong, said:
"Mannings is a real coup for Burnett, with the win marking our expansion
into the retail business category." Wong said Burnett's "well-tested
strategic thinking" helped swing the account its way.
He said the agency offered recommendations with specific focus on
short-term retail activity, seen to be a key factor in tackling flagging
consumer interest at a time when Hong Kong faces close to two years of
deflation.
Burnett's work for Mannings will be supported by the Hong Kong
operation's set up of Leo Xpress, a design specialist addressing the
specific needs of retail clients.
The agency's first piece of work for Mannings is expected to roll out as
an integrated campaign slated for the Christmas shopping season.
