Lowe Lintas and Enterprise snag Four Seasons

SINGAPORE: The Four Seasons, which has 13 hotels in Asia-Pacific, has appointed Lowe Lintas & Partners (LL&P) and Enterprise IG to its regional advertising and design/direct marketing accounts respectively. LL&P pitched against Ogilvy & Mather and M&C Saatchi, the incumbent on the ad account. Mahita Geekie, the hotel chain's manager of corporate communications, said M&C had little chance of staying on because it works for Hong Kong's Mandarin Oriental Hotel, representing a conflict as Four Seasons plans to open a property in the city next year. She said even though the chain was happy with M&C, it became apparent it was unwilling to stop working on the other hotel. Enterprise IG pitched against FutureBrand for the below-the-line account, which Batey Ads resigned early last month. Geekie and Susan Helstab, the hotel group's senior vice-president corporate marketing, had to make a quick decision because the company is launching a campaign early next year to promote a new hotel in Shanghai. "When Batey Ads told us they were resigning our account, it threw everything off because we were just about to brief them to do work on this campaign," said Geekie. Agencies were briefed on October 17 and had to present on October 26. Work for the chain mostly involves adapting creative work from the US. Media will continue to be bought through Starcom in the US although individual hotels may book some of their own ads through LL&P's shop Initiative Media.

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