The decision will see Leo Burnett take over brand strategy and tactical work for the Carrefour, after coming out on top of a process which is also believed to have involved local shop Union Advertising - a subsidiary of United - and McCann Erickson.
Leo Burnett declined to comment on the win, and Saatchis had not responded to requests for comment at Media’s press time. The review was sparked by “economic factors” in the Taiwan market, the recent credit card crisis and falling consumer sentiment, and follows Carrefour’s first major branding push over the Chinese New Year, developed by Saatchi & Saatchi, which took over the business from Publicis in 2001.
