Benjamin Li
May 10, 2010

Leo Burnett secures Amway's Nutrilite and Home Technology creative accounts in China

GUANGZHOU - Amway has awarded the creative duties for its dietary supplement brand Nutrilite and its premium kitchen utensils brand Home Technology to Leo Burnett in Guangzhou.

Jeff Ho, MD of Leo Burnett Guangzhou, confirmed that the Nutrilite retainer account was acquired without a pitch. Saatchi & Saatchi was the incumbent agency and worked on the account for less than a year.

“Leo Burnett Guangzhou worked on the Nutrilite account many years ago. We still maintain a good relationship with the client so it's great to get back together,” said Ho.

The Home Technology account was won following a competitive pitch involving two or three other undisclosed agencies earlier this year. The Leo Burnett team will be responsible for a new campaign project slated to launch later this year.

“China is one of Amway's biggest markets globally in terms of growth potential.” added Ho.

The US direct-marketing giant created a network of retail sales outlets that function alongside and help supply its traditional distributor base.

Local media in China reported last month that 15 direct-selling businesses in China, including Amway, signed a self-discipline pact to promote the healthy development of the industry and provide high-quality services according to relevant rules in China. The is the first instance of such a pact since China's Direct-Selling Rule was enacted in 2005.

Amway Artistry awarded GroupM China Trading in Guangzhou its $200 million TV buying business in January.

Campaign China

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