The global FMCG company appointed the network after considering eight agencies at pitches in the key markets of Thailand and Indonesia. While PZ Cussons Asia area director George Fatouros would not reveal the identities of the other contenders, it is believed that the shortlist included DDB, Bates Asia and TBWA. "We focused on, arguably, our most global brand -- Imperial Leather -- to decide the winning creative and media agency for our complete brand portfolio in South-East Asia, a key growth area for PZ Cussons," explained Fatouros. "By appointing a network, as opposed to a local agency, we expect to leverage regional tools and capabilities."
Fatouros added that Cussons was looking to engage consumers through "clear, distinctive, compelling strategy and creative".
"Particularly for Imperial Leather, a brand which epitomises the notions of everyday luxury and quality, McCann has come up with an approach which should positively shift brand image, equity and demand by reconnecting it with its current and new consumer base," he pointed out. "We employed a predetermined scoring process to assess shortlisted agencies and McCann managed to get the highest overall score, particularly on addressing brand fundamentals and challenges in a consumer relevant, ownable and integrated manner."
McCann Worldgroup Thailand CEO Mark Ingrouille indicated that McCann-Erickson, Universal McCann and Momentum would take lead roles on the assignment. "They want to connect with families and women, which is part of Imperial Leather's heritage," said Ingrouille. "It's a very strong brand in Thailand, but not so strong in Indonesia."
McCann will also aim to build Cussons Baby's profile in Thailand, and launch the Original Source range in the region. Cussons' brand portfolio in the region includes Cussons Baby, Original Source, Morning Fresh and Carex.
