Burnett Greater China chairman Eddie Booth pointed out that his agency will remain the AOR for Just Gold, but admitted that Burnett had run into some creative differences with the client over the 2008 campaign.
“M&C Saatchi will work with Just Gold/Just Diamond on a project, after which the client will work with Burnett exclusively on a long-term basis,” said Booth.
“M&C Saatchi will work with Just Gold/Just Diamond on a project, after which the client will work with Burnett exclusively on a long-term basis,” said Booth.
However, sources note that the shift may be a precursor to the entire business moving to M&C Saatchi.
The campaign will launch in the second quarter of this year, across Hong Kong, Taiwan and China.
“I worked on the Just Gold account when I was at Leo Burnett from 2001 to 2005, so I have good understanding and relationship with the client,” said M&C Saatchi managing director Sylvia Lee.
“The challenge for M&C Saatchi lies in how the campaign may lend itself to work on both brand and tactical levels across the markets of Hong Kong, Taiwan, and China.”
Lee said that while the brands are well established in Hong Kong and Taiwan, they are relatively new in China, where business has been growing fast, with 18 stores since launching in 2002.
William Hui, group brand manager at Just Gold added: “The appointment is a strategic move to kick off our unique 2008 campaign with a fresh creative eye and precise execution.
“We feel M&C Saatchi completely grasps the essence of Just Gold/Just Diamond and has presented innovative vehicles to communicate it to the market,” added Hui.
“We are certain this new partnership will bring sparks to our new campaign and consolidate our leadership in Greater China.”
Just Gold/Just Diamond has based its success on making gold and diamonds everyday fashion items for women.
