Euro has reportedly displaced incumbent Hakuhodo, following a regional review that included 10 agencies, covered five designated regions in Asia-Pacific, and included above-the-line and direct mail creative, along with media buying and planning. (Media, March 25).
Euro earlier lost the Dell business in Australia to DDB, while retaining existing briefs in China and Hong Kong. Hakuhodo, meanwhile, remains the AOR in Japan and Korea. Euro's success marks the return of the business, which moved to Hakuhodo in 2004. It has been estimated that Singapore, Malaysia and Taiwan combined account for 25 per cent of Dell's APAC budget outside Japan. Australia, China, Hong Kong and India make up the rest. Euro and Dell declined comment.
