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."
