Draft scoops Compaq account for Evo debut

SINGAPORE: DraftWorldwide has been appointed to launch Compaq's new Evo brand across the Asia-Pacific region. The account, estimated at between US$5 million and $10 million, involves brand advertising, demand generation advertising, relationship marketing, online and creative, collateral materials as well as database consulting and campaign tracking. The media assignment has been awarded to Compaq's incumbent agency and Draft's sister agency, FCB, which currently handles the consumer brand Presario. The new brand and product work - developed by the agency's Singapore office - will appear in local print titles in regional markets, including Australia and India. Television and call centre management are also part of the launch campaign. "It's always our desire to work with a client on an end-to-end solution like this, but many marketers have to go through too much pain to make it happen," said Emily Chan, managing partner of Draft Singapore. Compaq Asia-Pacific's Access Business Group director of marketing, Edwin Huang, said that a through-the-line campaign was required for the launch because "we wanted to make sure we could make an impact and, more importantly, track, measure and convert that impact into sales."

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