SHANGHAI: Chinese pharmaceutical company 999 has roped in J. Walter
Thompson Shanghai to handle its two "lead horse" brand portfolios,
comprising its skin and stomach medication.
JWT won the contract for a one-year term on the basis of a credentials,
strategic and creative presentation, according to its China chief
executive Tom Doctoroff. He said the appointment marks the first time
that 999 has awarded its two lead horse brands to a multinational 4A's
agency.
"The company and its brands were very advertising-driven until five
years ago when their advertising effort became less focused."
While 999 brands are promoted to the richer, older consumer segment,
most of its advertising appears to have been developed with a younger
consumer in mind.
"With increasing competition from Chinese medicine and international
brands, 999 wants to become more focused in its communications," said
Doctoroff.
