Lowe's brief involves research on the current brand name and development
of a new corporate identity positioning statement and a brand
charter.
Zuellig will then look to appoint a media agency and evaluate whether Lowe will handle creative execution - mostly corporate advertising aimed at multinationals and small to medium enterprises.
Addison James, Lowe Singapore chief executive, said there were many
branding issues to work through first.
One is that Zuellig has a Swiss-German name even though it is a Philippine company that started in 1908.
An aspect of the research will examine the extent to which Zuellig is perceived to be an Asian or a Western company, according to James.
Lowe won the business after pitching against three other groups - DY&R, Batey Ads and M&C Saatchi.
"Lowe won out because it was the most innovative at the end of the day," said a Zuellig spokesperson, adding that Lowe had also put more effort into the pitch
There was no incumbent on the account.
