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