The account was previously handled by Ogilvy & Mather Guangzhou, which did not take part in the pitch.
According to Publicis Guangzhou managing director Yang Ke, Artistry is aiming to improve both its image and sales among a more upmarket audience. White-collar working women in China generally prefer buying established brands — particularly French and Japanese — in large department stores, which are seen as the benchmark for beauty trends and style.
Direct marketing often faces an image problem in China, thanks to a vast range of illegal pyramid schemes. The majority of sales representatives working for direct marketing companies tend to be housewives, students and retirees.
The first campaign, including television, direct marketing, online and in-house magazines will be rolled out in the second half of this year.
Publicis Guangzhou has also won the creative account for dairy giant Sanlu Food, and will attempt to position the company as the leading food brand inGuangdong.
Publicis won the business without a pitch. Previously, Sanlu spread its advertising accounts among various local agencies according to different products.
Sanlu is the leading brand in the milk powder category and one of the three biggest dairy companies in China.
“There is no leading brand per se at the moment, but consumers are increasingly more brand conscious,” said Yang.