“I want to see what the agencies can do when they don’t depend on television,” said Joy Lee, marketing director of DHL China. “We might end up doing a TV ad anyway - but given the state of the global economy, I can’t be 100 per cent certain of the size of my marketing budget, so I’m really looking for some creative ideas.”
While DHL currently works with MEC globally and with Carat in Western Europe, Lee is not averse to appointing an entirely different agency, if she finds one whose ideas override the inconvenience of handling multiple agencies. Apart from Carat and MEC, Dentsu has also entered the pitch, though Lee chose not to comment on who else is in the fray.
The results of the pitch will be announced at the end of October.
