CSL and NWM finalise post-merger roster
Leo Burnett and OMD have been appointed to handle the full creative and media duties for CSL New World Mobility Group, the result of a recent merger between Hong Kong CSL and New World PCS. <BR><BR> The completion of the merger will see the two agencies, which handled creative and media for two of CSL's brands, 1010 and One2Free, take over responsibilities for the third brand, New World Mobility, previously handled by BBDO and MindShare respectively. <BR><BR> According to newly-appointed chairman and CEO Leo Burnett Hong Kong, Eddie Booth (pictured), also chairman and chief creative officer Greater China, the agency is currently working with CSL to determine how NWM will be positioned alongside the two incumbent brands. "There has been a lot of speculation as to whether New World Mobility will be rolled into one of the existing brands of CSL, but it won't," said Booth.
