Burnett outguns Saatchis to win Mannings brief

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.

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