Agency.com previously handled the business on a project basis before participating in the pitch, where Digitas came out on top. Global incumbent TBWA will continue to handle the offline creative work.
The exact value of the account remains unclear. However, a source says that Absolut is “beginning to take digital seriously in China”, suggesting that previous billings will be exceeded. “The key challenge for us is to make the brand as relevant to Chinese consumers as it is to Westerners,” said Louise Au, newly-appointed president of Digitas Greater China.
The exact value of the account remains unclear. However, a source says that Absolut is “beginning to take digital seriously in China”, suggesting that previous billings will be exceeded. “The key challenge for us is to make the brand as relevant to Chinese consumers as it is to Westerners,” said Louise Au, newly-appointed president of Digitas Greater China.
Absolut’s copy and creative have been highly successful in the West, but brand values need translation to fit a Chinese cultural context.
Syncronicity between the local knowledge of CCB and the parent company Digitas’s global network and technological expertise helped seal the deal, according to a source.
The Digitas team has already launched the ‘Absolut Disco’ campaign, since snaring the business, but it is believed that Digitas is currently planning online initiatives for the first quarter of this year.
Absolut competes against the likes of Chivas Regal and Jack Daniels in China’s liquor category. Primarily consumed out of home, brand values have become a key differentiator in this space.
