Matsunichi taps FCB to take battle to CE rivals

FCB Hong Kong managing director Dionne Kung said Matsunichi was looking to give its image a lift as competition in the CE sector intensified, with iPod, Samsung and WeWa fighting for a share of wallet. The Hong Kong-listed company, which produces LCD TVs, pocket PCs and MP3 players, saw its turnover in the SAR plummet 86 per cent to about HK$37 million (US$4.8 million). It previously hired agencies on a project basis for its MP3 range. FCB's appointment is the company's first of a 4As agency, and it is also the first time that Matsunichi has consolidated creative, media and PR with one network. Matsunichi's previous campaigns were both product-oriented and celebrity-driven, with Cantopop stars such as Nicholas Tse and Twins hired to drive awareness in the local youth market. FCB scooped the assignment following a three-way credentials pitch against J. Walter Thompson and Freeway to handle its Greater China creative account. The win should help fill the void when Samsung decamps as part of a global realignment, due to be announced at Media's press-time.