According to Bates regional director for Greater China, Barry Leung, the
account is worth more than Rmb 20 million (US$2.4 million). He
said the agency pitched against the three-year incumbent, Saatchi &
Saatchi, TBWA, Euro RSCG and two other local agencies to win the work.
Bates will handle through-the-line advertising for Robust, which was
recently acquired by the Danone Group.
Leung said: "It's hard to say at this early stage what the account is
worth, but it will be at least Rmb 20 million and the appointment is
effective immediately."
He added that the agency was in the process of testing Robust's positioning in the China mineral water market, which is dominated by three brands, including Robust. "There is a price war in the water category in China and we will recommend a breakthrough strategy with an integrated campaign for the brand to stand out through this price war," Leung said.
"We will launch a campaign for Robust in March, before the hot season begins (in China). There will also be new product launches this year."
