JUST GOLD AWARDS: Burnett USdollars 2.5m - China business

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