Zest to pump up China sell with brief for Arnold

<p>SHANGHAI: Arnold Worldwide has won an assignment to develop a </p><p>branding and product launch campaign in China for Procter & Gamble brand </p><p>Zest. </p><p><BR><BR> </p><p>Arnold, which only set up shop in China six months ago, won the brief </p><p>without a pitch. The agency has handled the account in the US for more </p><p>than 20 years. A media agency has yet to be chosen. </p><p><BR><BR> </p><p>Zest is gearing up for product launches in a number of countries around </p><p>the world, including China, one of the markets where it wants to adopt a </p><p>more aggressive stance, a source said. </p><p><BR><BR> </p><p>The assignment will centre on a total repackaging of Zest product lines </p><p>to help the brand compete more effectively against local and </p><p>international rivals. Arnold's assignment covers China and Taiwan, but </p><p>excludes Hong Kong, where D'Arcy is the agency of record. </p><p><BR><BR> </p>