The Amway account was won after a four-way pitch, which included incumbent Ogilvy & Mather. Saatchi & Saatchi Guangzhou will handle Amway’s Nutrilite health food range, including its flagship supplement brand, Double X.
Amway entered China in 1992, headquartered in Guangzhou, and has one of the largest manufacturing plants outside of the US. With Amway’s combined strategy of strong retail focus, consumer advertising and a well established sales representative system, the company’s total sales were US$17 billion by the end of 2007, and they continue to grow at double digits.
The market share for Amway's Nutrilite health food product is 12% in China, achieving RMB 138 billions (US$20 billion) in 2008, with competitors in the market including Nao Bai Jin, Shan Quan and more.
Meanwhile Saatchi & Saatchi Shanghai has won Siemens China (refrigerator, washing machines, built-in kitchen units and water heaters) after a two-round, four-way pitch process. Leo Burnett was the incumbent.
In the second round of the pitch Saatchi & Saatchi’s management team was invited to sit in on a global equity study of Siemens and Bosch, having direct interaction with the global brand directors of both companies.
Pully Chau, CEO of Saatchi & Saatchi Guangzhou and Shanghai said “The fastest way to learn about brand equities is from the direct owners, and it also enabled the clients to interact with the agency team, from creative directors and planner through to the CEO."
