FCB snags Watson's water brief

At press-time, AS Watson had yet to iron out agency arrangements for its Mr Juicy brand or the media assignment. For the past 11 years, both accounts were handled by Ogilvy & Mather, which resigned the business after winning Coca-Cola brands Fanta and Sprite across 11 markets in a global realignment. It was still being decided whether the company would stick to its previous policy of having one agency manage its two beverage brands.

Watson's Water general manager Chris Atkins said the two brands conducted the agency review independently.

With a decision on Mr Juicy pending, Atkins said FCB was not an automatic choice, but "it doesn't mean FCB has been ruled out either". Atkins said agency selection was more urgent for Watson's Water. Part of the urgency comes from its plan to launch a campaign this quarter. Watson's Water is also facing increasing competition from Coca-Cola's Bonaqua label, with the global drinks company expecting its non-carbonated beverage brands to drive growth. "FCB's creative treatment was aligned closely to the strategic thinking, which demonstrated an understanding of the business and how we were going to take it forward,

said Atkins.

FCB faced off BBDO, Bates, DDB and Grey for the business, according to its Hong Kong managing director Margaret Kennedy. "The client said, 'shock me' because the client wanted something different and unique."

- Additional reporting by Alfred Hille.