Leo Burnett was the incumbent, while Starcom still handles media for the mid-market retailer, which specialises in diamonds and competes against Lee Jwa and Tian Po.
"It is an extremely competitive marketplace with lots of retailers competing for the same share of wallet and having a strong brand has proven to be one of the factors behind success, said Addison James, Lowe chief executive officer.
"The quality of their diamonds is one aspect we will look to exploit in the advertising, said James. The creative team that won Lowe Singapore's gold lion at Cannes this year - copywriter Gwee Wei Ling and art director Claire Chen - has been assigned to the Soo Kee account along with associate account director Jessica Chang. James will handle strategy planning.
