JWT snags one-year advertising deal from 999

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