Raymond Lai (黎创富), chief client officer of Carat China, confirmed that Carat will be Chang’an Suzuki’s sole media agency for 2014, with total media billings in excess of US$58 million (RMB350 million).
The brand called the pitch in mid-November. The first round, evaluating the planning business, involved local agencies like Focus (杭州焦点广告传播) from Hangzhou and Activation Media (激活传媒) from Beijing.
From six competitors, the company shortlisted three for a second round in December, which also assessed their buying capabilities.
Having previously worked with multiple local agencies, Chang’an Suzuki's objective this year is to upgrade and consolidate its fragmented agency roster with a more professional and international partner. This signifies that Chang’an Suzuki’s marketing strategy will be more consistent in future, speeding up its pace to become the market leader in China's small-automobile segment.
Adil Zaim (郑亚迪), CEO of Carat China, told Campaign Asia-Pacific that operating in this way will create "sustainable media value" for Chang’an Suzuki.
The Chongqing-based automaker's vision is to build an energy-efficient and high-quality brand image for itself, with Hakuhodo servicing its creative output.