Leo Burnett beats pair for Amway's China accounts

GUANGZHOU: Leo Burnett has outgunned two competitors, including

incumbent Bates, for retailer and direct marketing organisation Amway's

corporate and Nutrilite assignments in China.

Sources said Bates, the incumbent on the Nutrilite business for vitamins

and supplements, and Saatchi & Saatchi had pitched for the

assignment.

But Bates still has Amway's Artistry cosmetics brand.

Amway has been operating as a retailer, with more than 50 outlets

nation-wide, and it also has a direct sales force in China. The company

changed its direct-only business model after China banned direct

marketing groups in the mid-90s. Amway was among the first to regain its

licence.

Burnett's Guangzhou and Beijing managing director Benjamin Tsang said

Amway wanted to sharpen its corporate brand image as a caring

organisation.