Zenith Media will continue to be responsible for the cross-media planning and buying business of the three domestic home appliance brands under BSH. A variety of platforms including TV, print, out-of-home, and theatre is in the media mix.
The total value of the account is about US$31.7 million (RMB 200 million), with the contract signed for the rest of 2012. Zenith has already served BSH for six years before retaining the business.
"Even though the pitch was mainly for traditional media and not digital media, we linked a combination of online and offline ideas in our presentation with a holistic 'better home, better life' concept," Kawa Chi, managing director of Zenith Media China, said.
"We provided solutions from the perspective of a truly integrated media strategy, such as how to balance investments in online and TV, and how to measure the iGRP of web videos," Chi added.
Zenith Media is one of the two sub-agencies of ZenithOptimedia responsible for clients such as China Mobile, Shanghai GM, HTC, and Reckitt Benckiser.
Steven Chang, CEO of ZenithOptimedia Greater China, commented, “In an era when digitalisation keeps changing the advertising industry, we have proactively responded to the demands from the client".