Lowe wins back Ridsect account from Euro RSCG

KUALA LUMPUR: Lowe Lintas & Partners Kuala Lumpur has won the brand

and media planning account for the Ridsect range of coils, mat and

aerosol household insecticide, following a two-way pitch against

incumbent Euro RSCG. According to Lowe, its creative idea scored better

than the incumbent in focus group research.

Ridsect, the market leader in the aerosol insecticide segment, was first

launched in Malaysia in 1955, and was acquired by Sara Lee Corporation

in 1992. Lowe managed the brand from 1992 until the account was

regionally aligned to Euro RSCG in 1998. Tan Chooi Khim, marketing

director of Sara Lee, said Lowe was picked because its idea was

"campaignable".