Watsons has shifted its advertising brief to Publicis Taiwan, and Ogilvy has also lost a project for Taiwan's largest spender, 7-Eleven, although it will continue to handle branding and servicing for the retail chain.
Nielsen Media Research's monitored spend for 2005 for 7-Eleven Taiwan was approximately US$10 million, while Watsons was $4.3 million.
Nielsen Media Research's monitored spend for 2005 for 7-Eleven Taiwan was approximately US$10 million, while Watsons was $4.3 million.
In a further setback for the agency, it has been forced to pitch for the $500,000 Hi Bank account which it currently holds. Other contenders for the business are thought to include Leo Burnett, Lowe Worldwide, FCB and a local creative shop.
Industry pundits say the Hi Bank pitch was sparked by Ogilvy's decision to delay informing the client of the transfer of its key creative on Hi Bank, Chou Murphy, to China. "Ogilvy has a tendency to delay bad news, and that might cost them the account," said one source. But Daniel Lee, managing director of Ogilvy Taiwan, rejected the speculation, saying the pitch had been prompted by a strengthening economy.
"The client simply wanted to hear different opinions from different agencies, to make sure it keeps its leading position in the marketplace," he said.
