Staff Reporters
Feb 21, 2020

Carat wins Amorepacific China media business

Remit includes all the company's brands, including Sulwhasoo, Laneige, Innisfree and Mamonde.

(Shutterstock)
(Shutterstock)

Carat is the new media agency of record for Amorepacific Group in China, following a pitch. The remit covers all aspects of integrated media planning and buying for the entire portfolio, which includes Sulwhasoo, Laneige, Innisfree and Mamonde.

R3 led the pitch process. The incumbent was PHD. RECMA places the company's ad spend at US$10.8 million in 2018.

Starting in March, Carat will work with Amorepacific China to drive its 2020 communication plan, and "deliver on core strategies including strengthening brand competitiveness, customer experience and realizing omni-digital loop across all of its portfolios in skincare, cosmetics and personal care brands", according to a statement.

The brand aims to accelerate its digital transformation in China. "We were looking for a partner that would enhance our digital capabilities and have a performance mindset to increase conversion," the statement said. "Carat’s technology, tools and people stood out. Dentsu Aegis’s strategic vision for the future matched our own, coupled with their strong grasp of the fast-changing media landscape."

Related Articles

Just Published

3 hours ago

LinkedIn logs out: Is it the end of the road for ...

SOUNDING BOARD: Industry experts weigh in on the future for LinkedIn and other non-native tech platforms in China, as the business-networking site confirms it will shrink to a jobs board in the market.

3 hours ago

Japan continues to witness high ad fraud while ...

Grappling with high CPMs, Japan and Singapore report some of the highest fraud rates for IAS, while local brands pull rates down in Indonesia.

3 hours ago

Digital Media Awards 2022: Call for entries

The DMAs celebrate outstanding ideas, work, agencies, brands and talent in the Greater China region.

4 hours ago

BrandZ China: Tencent overtakes Alibaba; Kuaishou, ...

The top 100 most valuable brands in China gained 57% in brand value year-over-year, reaching $1.56 trillion, according to Kantar's latest ranking.