The creative review saw Ogilvy handed the retailer’s US$12 million to $15 million account, with the network adding China, Singapore, Malaysia, Korea, Philippines and Indonesia to its portfolio, which already consists of Hong Kong, Taiwan and Thailand. Watson’s is also reviewing its regional media ties, with GroupM believed to be taking part, although the network declined to comment. At Media’s presstime, it was not clear when a decision would be reached.
Ogilvy Hong Kong group chairman Royce Yuen said the regional brief will see the network develop a cohesive brand strategy across the nine regional markets, which typically experience different levels of development.
Yuen said the consolidation was primarily due to the agency’s recent integration of its regional and Hong Kong operation. “We were awarded the new business because of our recent integration, so we’ll see Hong Kong really take the lead in driving a new branding campaign for Watson’s across these markets,” he said.
In a separate development, Watson’s has reviewed its Hong Kong creative and media accounts.
While OMD has reportedly won the media business from MindShare, Ogilvy is currently defending the creative account against a several agencies, including DDB and Euro RSCG.
