Carat loses $12m China Henkel account to OMD

<p>SHANGHAI: Consumer goods giant Henkel has replaced Carat with </p><p>Optimum Media Direction as its media agency of record following a review </p><p>that lasted more than six months. </p><p><BR><BR> </p><p>The account, with estimated annual billings of Rmb100 million (about </p><p>US$12.3 million), was initially put up for pitch in February. </p><p><BR><BR> </p><p>A decision was made only recently to give the incumbent agency another </p><p>chance at retaining the business, sources close to the review said. </p><p><BR><BR> </p><p>"They wanted to make sure that they made the right decision," said one </p><p>source. </p><p><BR><BR> </p><p>Robert FitzGerald, OMD China managing director, said cost efficiency was </p><p>the focus of the review. "It came down to getting a bigger bang for the </p><p>client's advertising dollar. That meant combining planning and </p><p>creativity to boost impact with the best rates possible," he said. </p><p><BR><BR> </p><p>There was no change in the agencies handling the creative assignments, </p><p>including BBDO/CNUAC and local shop Megacom Advertising. </p><p><BR><BR> </p><p>Henkel, which has two main divisions, detergent and skincare, uses a </p><p>roster of agencies globally: Carat, OMD and CIA. </p><p><BR><BR> </p><p>OMD's China brief includes advertising work for the two divisions, whose </p><p>major brands include detergent product, Wipp, and skincare label, Fa. </p><p><BR><BR> </p>