TBWA walks off with Yeo's entire brand business

<p>SINGAPORE: Soft drinks manufacturer Yeo Hiap Seng (YHS) has </p><p>consolidated advertising for its entire brand portfolio with TBWA as it </p><p>prepares to revamp Yeo's image. </p><p><BR><BR> </p><p>The media account remains with OMD, and DDB/Rapp Collins retains YHS' </p><p>Pink Dolphin brand products. </p><p><BR><BR> </p><p>TBWA strategy planning director Robin Nayak said the agency approached </p><p>YHS a few months ago because "we like to work with challenger' </p><p>brands". </p><p><BR><BR> </p><p>Nayak added: "In other words, businesses facing an entrenched leader - </p><p>in this instance F&N Coca Cola." </p><p><BR><BR> </p><p>TBWA was initially asked to pitch for a project to launch a new soya </p><p>bean drink but, after evaluating its capabilities, YHS gave the agency </p><p>Yeo's entire portfolio. </p><p><BR><BR> </p><p>"Yeo's has been around for generations but it has lost a bit of its </p><p>gloss. It is recognised for its functional attributes and for having </p><p>quality products, but it needs to build on emotional element," said </p><p>Nayak. </p><p><BR><BR> </p><p>DDB president Tim Evill said there was no incumbent on the account as </p><p>DDB had resigned from Yeo's Green Tea business earlier in the year. "We </p><p>gave up handling Green Tea for them because we could not agree on a </p><p>direction," Evill said. </p><p><BR><BR> </p>