ZenithOptimedia will handle the entire brand portfolio for GBIM, Asia's largest operator of beauty clinics, which recorded a monitored spend of HK$128 million (US$16.4 million) last year.
The media agency is eyeing more below-the-line activities and original use of media as competition has intensified over the past two years. "This is a huge challenge," said Andras Vigh, CEO of Zenith-Optimedia Hong Kong. "It's not just about building awareness. You need to talk to consumers when they're in a relevant frame of mind."
The media agency is eyeing more below-the-line activities and original use of media as competition has intensified over the past two years. "This is a huge challenge," said Andras Vigh, CEO of Zenith-Optimedia Hong Kong. "It's not just about building awareness. You need to talk to consumers when they're in a relevant frame of mind."
Vigh said viewing of sponsored shows, which had been an effective vehicle for beauty clinics in the past, was starting to tail off, necessitating fresh thinking from media agencies. "Most of the audience is used to this kind of programme, so we are looking for another kind of opportunity in this environment," he said.
ZenithOptimedia also plans to increase the number of events staged by GBIM brands to enable consumers to experience them more directly. "We're going street-level," Vigh said. "We need to provide solutions that are holistic rather than just above-the-line."