CIA edges Starcom off Moet-Hennessy deal

<p>Media independent CIA has struck gold again by winning the USdollars 8 </p><p>million Moet-Hennessy regional account in a competitive pitch against </p><p>incumbent Starcom. The decision means that Moet-Hennessy will join the </p><p>rest of the LVMH group in working with CIA, although Leo Burnett will </p><p>remain the creative agency. </p><p><BR><BR> </p><p>The appointment takes effect from April. CIA Hong Kong managing director </p><p>Caroline Foster said that the account would be media-led, a significant </p><p>change compared with its present arrangement. </p><p><BR><BR> </p><p>The change in media agency comes at a time when the dynamics of the </p><p>alcoholic beverage market in Asia is undergoing a radical </p><p>transformation. Cognac, which is a major category for Moet-Hennessy, is </p><p>facing declining consumption as consumers are increasingly buying beer </p><p>and red wine as drinks of choice. </p><p><BR><BR> </p>

by | 03/02/2001

Media independent CIA has struck gold again by winning the USdollars 8

million Moet-Hennessy regional account in a competitive pitch against

incumbent Starcom. The decision means that Moet-Hennessy will join the

rest of the LVMH group in working with CIA, although Leo Burnett will

remain the creative agency.

The appointment takes effect from April. CIA Hong Kong managing director

Caroline Foster said that the account would be media-led, a significant

change compared with its present arrangement.

The change in media agency comes at a time when the dynamics of the

alcoholic beverage market in Asia is undergoing a radical

transformation. Cognac, which is a major category for Moet-Hennessy, is

facing declining consumption as consumers are increasingly buying beer

and red wine as drinks of choice.