The manufacturer called the pitch due to what it considered a disappointing return on its advertising investment, with brand awareness not having been elevated to the desired level.
Diamond Ogilvy fought off competition from incumbent Mate Communications, Lotte in-house agency Daehong Communications and creative boutique Artzen. In its presentation, the agency emphasised that its work for the brand would seek to convey the message of a satisfying consumer experience rather than simply relying on the brand’s name.
Diamond Ogilvy fought off competition from incumbent Mate Communications, Lotte in-house agency Daehong Communications and creative boutique Artzen. In its presentation, the agency emphasised that its work for the brand would seek to convey the message of a satisfying consumer experience rather than simply relying on the brand’s name.
SS Chong, VP and chief talent officer of Diamond Ogilvy Group, explained that Ogilvy Action’s proposed holistic campaign would aim to “build brand awareness and make the product the hero” instead of focusing on celebrities to promote the product. The campaign would “leverage Lihom’s unique style attributes” and reach customers “at all touchpoints”, particularly within the retail environment, Chong said.
Initial work for Lihom is expected to begin immediately.
