JWT has been awarded the business to handle the creative advertising account of over-the-counter supplement Seven Seas following a pitch against WE Communications.
The brand, which has been produced in Hong Kong for more than 70 years, previously worked with Grey Global Group. However, according to Rachel Chau, ECD at JWT Hong Kong, the departure of Grey chief Viveca Chan to WE led to a review of the company's agency partner.
The brand, which has been produced in Hong Kong for more than 70 years, previously worked with Grey Global Group. However, according to Rachel Chau, ECD at JWT Hong Kong, the departure of Grey chief Viveca Chan to WE led to a review of the company's agency partner.
"Seven Seas faced some problems, which were publicised in the local press," said Chau. "The problems concerned the level of one of its ingredients, which was found to be higher than the standard accepted. The brand was suffering from an image problem and they appreciated the process which we used to work with them to manage the crisis a few months ago."
Seven Seas, generally heavy on television advertising, will work with MindShare for media planning and buying, added Chau. "Compared to other brands in the sector, Seven Seas hasn't invested heavily in advertising but will now aim to build its image to drive sales. Rivals tend to use straightforward, literal advertising but we expect to move away from that," noted Chau.
