TAIPEI: J. Walter Thompson Taiwan has terminated its relationship
with client KG Telecom, citing unfair treatment as its reason.
The agency's managing director, Steve Lin, said: "I wanted to make a
point to the whole industry so I told KG we simply could not accept its
terms." The conflict between JWT and KG came to a head the evening
before the agency was to present final revisions for advertising for KG
Telecom's wireless launch. JWT had won the business when KG split its
account between JWT and United Advertising after last year's pitch.
United was given the image brief.
"We were briefed on the wireless project this March, and we revised the
work several times after the client changed directions," said Lin.
"Then less than 24 hours before the final presentation, we were told
that United would be pitching against us."
Lin protested to no avail. KG subsequently split the project, with
NT$20 million (US$575,720) in TV spend going to United and
$15 million in print to JWT. Lin was stunned once again when KG
asked United to incorporate a creative concept - a Japanese ninja that
had been developed by JWT - in its work.
KG general manager, Jimmy Yau, said: "The selection of the agency is
simply a marketing decision in terms of our strategy and requirement at
different points of time."
