GUANGZHOU - Saatchi & Saatchi China has continued its impressive new business streak by winning two major clients - Siemens China and Amway.
Amway has appointed Saatchi & Saatchi Guangzhou to handle its Nutrilite health food range, including its flagship supplement brand, Double X. Saatchi & Saatchi won through in a four way pitch against other leading 4A's agencies. The incumbent was Ogilvy & Mather China.
Amway entered China back in 1992, headquartered in Guangzhou and with one of the largest maunfacturing plants built outside of the US. Their combined strategy of strong retail focus, consumer advertising and well-established sales representative system took total sales to 17 billion US dollars by end of 2007, and they continue to grow at double digits.
Amway's corporate vision is to help people live better lives, along with a "Think global, Act local" viewpoint, both values which are shared by Saatchi & Saatchi Guangzhou.
Adding to the good news, Saatchi & Saatchi Shanghai has won Siemens China (refrigerator, washing machines, built-in kitchen units & water heaters) after a two round, four way pitch process.
In an unusual step, during the second round of the pitch the Saatchi & Saatchi management team was invited to sit in on a global equity study of Siemens and Bosch, and have direct interaction with the Global brand directors of both brands.
"We found the process very refreshing," said Pully Chau, CEO of Saatchi & Saatchi Guangzhou & Shanghai. "It is a two-way inspiration - the fastest way to learn about the brand equities is from the direct owners, and it also enabled the clients to interact with the agency team, from creative directors and planner through to CEO. Nothing can be more honest and beneficial than really having a working session from day one to ensure we share the dream of building Siemens into a Lovemark, so it was truly well-run agency selection process by Siemens' China marketing team."
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