TAIPEI: J. Walter Thompson has outgunned local shop Kuo Hua to reel
in the US$1 million account of US insurance agency, Metropolitan
Life, which is looking to launch a TV-led campaign next month.
The agency plans to adapt the company's worldwide slogan - "Have you MET
life today?" - for Taiwan, using ideas based on local insights, said JWT
Taiwan's client services director, T.J. Wang.
Wang said the agency would take an emotional approach, wrapping it
around a key concept, "promise to the family".
MetLife had used its globally-aligned agency, Dentsu Young and Rubicam,
and its 'Snoopy' campaign for Taiwan until two years ago.
That relationship ended when the client decided to emphasise
below-the-line opportunities, according to JWT's Wang.
DYR did not participate in the pitch.
