DDB will handle a major brand campaign and below-the-line work. "We are in an extremely competitive environment and we expect the pressure to increase,
DDB has negotiated a fee-based compensation system.
"Because of the certainty of a fixed monthly fee, it allows the agency to devote the necessary resources to the account,
said O'Connor. "I believe it also fosters objectivity in deciding which communications medium will be most effective."
Rod Pullen, Batey Group chief executive officer, said the loss had "a significant impact
on Batey Retail. "We have already restructured the agency (following the loss) and are now aggressively in the market for a significant new retail account."
According to ACNielsen AdEx, Courts is Singapore's third-largest advertiser, spending S$13.49 million (US$7.31 million) last year.
