OMD snags $25m Richemont work
<p>HONG KONG: Optimum Media Direction has won the US$25 million
</p><p>Richemont Asia-Pacific media agency of record assignment following a
</p><p>shoot-out against Carat, Motivator, Starcom and Initiative.
</p><p><BR><BR>
</p><p>The luxury goods giant consolidated the account to boost buying
</p><p>efficiencies in an effort to offset the economic slump.
</p><p><BR><BR>
</p><p>Richemont - with brands such as Baume & Mercier, Cartier, Dunhill,
</p><p>Lancel, Mont Blanc, Piaget and Shanghai Tang - previously used a roster
</p><p>of agencies to service the account, including Carat, Motivator and
</p><p>Starcom. OMD, however, was not on its roster prior to the pitch.
</p><p><BR><BR>
</p><p>The current roster of creative agencies, including M&C Saatchi and Euro
</p><p>RSCG, remains unchanged.
</p><p><BR><BR>
</p><p>The review to consolidate the account - the biggest shift in Hong Kong
</p><p>this year - consisted of a review process that spanned several rounds of
</p><p>presentations.
</p><p><BR><BR>
</p><p>Richemont's worldwide media director, Philippe Nettre, said: "Our
</p><p>objective is to optimise our media effectiveness at the ground and brand
</p><p>level, keeping the individual characteristics that make each of our
</p><p>brands unique.
</p><p><BR><BR>
</p><p>"We chose OMD because of its strong team, proprietary systems, luxury
</p><p>goods experience and overall enthusiasm."
</p><p><BR><BR>
</p><p>OMD regional chief executive, Mike Cooper, said it won through what he
</p><p>called "sheer enthusiasm" and "recommendations on new solutions, how to
</p><p>handle the business, the types of resources which would be allocated and
</p><p>means to enhance the efficiency of the buying process". He said OMD had
</p><p>to demonstrate a consolidation strategy while meeting the specific needs
</p><p>of each brand under the control of Richemont.
</p><p><BR><BR>
</p><p>Richemont distributes its products across the region including in Hong
</p><p>Kong, China, Taiwan, Singapore, Malaysia, Korea and Australia. However,
</p><p>the bulk of its adspend is in Hong Kong and, increasingly, China.
</p><p><BR><BR>
</p>
by
|
11/23/2001
HONG KONG: Optimum Media Direction has won the US$25 million
Richemont Asia-Pacific media agency of record assignment following a
shoot-out against Carat, Motivator, Starcom and Initiative.
The luxury goods giant consolidated the account to boost buying
efficiencies in an effort to offset the economic slump.
Richemont - with brands such as Baume & Mercier, Cartier, Dunhill,
Lancel, Mont Blanc, Piaget and Shanghai Tang - previously used a roster
of agencies to service the account, including Carat, Motivator and
Starcom. OMD, however, was not on its roster prior to the pitch.
The current roster of creative agencies, including M&C Saatchi and Euro
RSCG, remains unchanged.
The review to consolidate the account - the biggest shift in Hong Kong
this year - consisted of a review process that spanned several rounds of
presentations.
Richemont's worldwide media director, Philippe Nettre, said: "Our
objective is to optimise our media effectiveness at the ground and brand
level, keeping the individual characteristics that make each of our
brands unique.
"We chose OMD because of its strong team, proprietary systems, luxury
goods experience and overall enthusiasm."
OMD regional chief executive, Mike Cooper, said it won through what he
called "sheer enthusiasm" and "recommendations on new solutions, how to
handle the business, the types of resources which would be allocated and
means to enhance the efficiency of the buying process". He said OMD had
to demonstrate a consolidation strategy while meeting the specific needs
of each brand under the control of Richemont.
Richemont distributes its products across the region including in Hong
Kong, China, Taiwan, Singapore, Malaysia, Korea and Australia. However,
the bulk of its adspend is in Hong Kong and, increasingly, China.
