Chu did not deny the speculation, although Saatchis China CEO Pully Chau expressed surprise at Chu’s possible departure. JWT representatives declined to comment. Chu has spent the last five years at Saatchis China, playing a key role on its P&G business. Frith, meanwhile, arrives from London where he worked on JWT’s global team.
In addition, JWT Shanghai has won Perfetti van Melle confectionary brand Alpenliebe, previously handled by McCann Erickson. The agency is tasked with branding strategy, communication and advertising planning until the end of next year. The brand contributes to 70 per cent of the business for Perfetti in China.
Though the brand has been in China for the past ten years, group account director Arosha Perera of JWT said: “Consumers are not relating to the brand and mostly buy just for convenience as each Alpenliebe candy is individually packaged. There is no real response in their mind when asked why they like the candy even though it is dominating the milk candy market in China.”
