While Universal and Dodge declined to comment either on the pitch or on the value of the account, monitored spend reached US$14 million last year, a figure that is expected to increase in 2008, with Dodge set to launch at least two new models in China.
The win is the first major success for Universal in China after a string of reverses over the last two years, including L’Oréal, Novartis, Nestlé and Johnson & Johnson.
