HONG KONG: Just Gold has appointed Leo Burnett as its creative
agency, three months after it split with Bates over irreconcilable
issues.
Burnett outgunned seven other agencies including Ogilvy & Mather and
Euro RSCG in the final round to win the USdollars 2.5 million
account.
Burnett's chief executive for Hong Kong and China, Dennis Wong, said the
agency's new proprietary research tool LB Peerscope helped to clinch the
account. "With Peerscope, interviewees must answer in a spontaneous
manner, which allowed us to gain top-of-mind insights from the groups of
women we were researching into."
The agency's assignment is to produce fully integrated campaigns for the
fashion jewellery company's three main brands - Just Gold, Just Diamonds
and Just Gifts - amid the slump in jewellery sales in Hong Kong.
This was underlined in the pitch brief, which called for strategic and
creative recommendations aimed at increasing the awareness and
desirability of Just Gold products among consumers.
"Just Gold has been the symbol of the modern Hong Kong woman for more
than 10 years, and our recommendations answer the question: 'where do we
go from here?'" Wong said.
