Six agencies have reportedly been invited to contest the new brief, namely Euro RSCG, JWT, Y&R, Leo Burnett, Bates and Asatsu-DK (ADK). Currently, the bulk of Haier’s product advertising sits with DraftFCB, with the remainder handled by ADK and Dentsu. Saatchi & Saatchi handles the company’s corporate image brief.
Despite the considerable appeal of Haier’s estimated annual above-the-line spend of US$100 million, it is expected that agencies will be wary of the new proposal after devoting considerable time and resources to last year’s brand strategy review.
