SINGAPORE: CIA has outgunned incumbent Universal McCann in a
two-way pitch for the media account of Jay Gee Enterprise, which is in
retail and distribution.
CIA presented case studies of work it had done for French conglomerate
Louis Vuitton Moet Hennessy, saying this was relevant because both
companies market and distribute clothing and accessory brands. CIA also
showed work it had done for LVMH's Tag Heuer, which competes against
Swiss Military watches, which Jay Gee distributes along with Levi's and
Escada.
Bertilla Teo, CIA general manager, said: "(We showed them) it is not
just about putting crosses on a media schedule - if that's all they
wanted then Universal McCann can do that satisfactorily. What we showed
them was how to ensure media has an impact on the consumer."
