The business was previously handled on a project basis by Agency.com.
The exact value of the account remains unclear. However, a source says that “Absolut are beginning to take digital seriously in China,” suggesting that previous billings will be exceeded.
The exact value of the account remains unclear. However, a source says that “Absolut are beginning to take digital seriously in China,” suggesting that previous billings will be exceeded.
Au takes charge following the departure of Neil Runcieman, who founded and sold CCG to Publicis Groupe network Digitas last year. She was previously GM of Digitas Shanghai, and will remain based in that city.
“The key challenge for us is to make the brand as relevant to Chinese consumers as it is to westerners,” said Au. Absolut’s copy and creative have been highly successful in the west, but brand values need translation to fit a Chinese cultural context. Digitas already launched toe ‘Absolut Disco’ campaign late last year, and is believed to currently be planning Q1 initiatives for the client.
Runcieman could not be reached for comment. The last few months have seen two other senior executives leave Digitas. Sherry Wong, GM of Prodigious, Digitas’ technology development arm, has left after eight years at the company. She could not be reached for comment on her future movements, but her departure is regarded as a major loss by Digitas insiders.
Charles Chan, CTO for China, resigned early in 2008 for personal reasons, following an extended period of leave.
