After inking an annual contract last Friday, Tom Group will be implementing new out-of-home strategies for the Amway mother brand. The work will focus on the integration of multimedia into traditional outdoor billboards.
The scope of work does not cover Amway's sub-brands in China.
“This is not the first time we won Amway’s business, but this win is a milestone,” said Ray Ma, operating GM of Tom Outdoor Media Group. “For four years, we provided Amway with traditional outdoor creative work in Qingdao, Shenyang and other cities, but now Amway wants to optimise the effect of its outdoor investments by digitalising them".
Out-of-home communications is aimed at being the first touchpoint of integrated campaigns to elicit conversations in supporting media channels.
Ma told Campaign Asia-Pacific that the Chinese-language media conglomerate took advantage of its own diverse resources in e-commerce, TV, publishing, and mobile internet—besides its outdoor media assets— to win the pitch.
The brief was issued on 3 July for not only buying of outdoor space but also planning and strategising.
Amway China commenced operations in 1995 and has become the largest affiliate within Amway’s worldwide business, with China sales in 2012 reaching US$4.34 billion (RMB27.1 billion). It is headquartered in Guangzhou with regional offices in Beijing and Shanghai.