Three other agencies also pitched for the account: Phoenix
Communications, a joint-venture between Dentsu and Samsung; creative
boutique White Communications; and Mate Communications, a medium-sized
agency specialising in strategy development.
Dongwha - established more than half a century ago and which reported
sales of US$188.4 million last year, up almost 90 per cent from
2000 - has not run a major campaign since February 2000 after its
contract with local agency Nara Communications expired. The pitch
focused on developing communication strategies and creative ideas for a
product campaign. JWT Korea president, Dong Wook Kim, said: "We first
developed a corporate vision of Dongwha as a 'new wood creator' and
extended the concept to its flooring products with the brand vision of
'new life creator'.
He said JWT was chosen because its solution was judged to be simple and impactful.
JWT has also been awarded the media planning and buying assignment since its media agency, MindShare, has yet to establish a presence in Korea.