The US$3 million media review, which stalled following demands by the client for agencies to pay to pitch, has yet to be decided.
Daniel Gordon Jones, the general manager of DDB Vietnam Advertising, commented: “I believe we won the business because we didn’t answer the brief - we looked at it from a fresh angle.”
He added: “S-Fone is investing a lot in technology, and the key going forward will be for the company to focus on communicating its basic services before the brand advances to the next level. It’s a brand with lots of potential.”
The decision concludes what observers describe as a “strange” pitch process. Agencies were asked to comply to stringent rules and deadlines, and complete a lengthy pitch document.
Initially five agencies are believed to have been involved, but that number abruptly shrunk to two, leaving Ogilvy and DDB in a final round.
Daniel Gordon Jones, the general manager of DDB Vietnam Advertising, commented: “I believe we won the business because we didn’t answer the brief - we looked at it from a fresh angle.”
He added: “S-Fone is investing a lot in technology, and the key going forward will be for the company to focus on communicating its basic services before the brand advances to the next level. It’s a brand with lots of potential.”
The decision concludes what observers describe as a “strange” pitch process. Agencies were asked to comply to stringent rules and deadlines, and complete a lengthy pitch document.
Initially five agencies are believed to have been involved, but that number abruptly shrunk to two, leaving Ogilvy and DDB in a final round.
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