Specifically, the agency will be responsible for strategic, creative production, media and event management services for DCP across: Australia, Bangladesh, China, India, Indonesia, Malaysia, New Zealand, Pakistan, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
The move adds to Burnett's existing Disney accounts, and, says Steve Gatfield, Burnett's regional managing director for Asia/Pacific, is a "strong endorsement of our ability to develop brands and communication strategies for our clients in above and below-the-line advertising across the region." The agency already works for the company in the U.S., China, Taiwan and Hong Kong.
The Walt Disney Company first assigned Burnett to its roster in 1994, awarding the agency's global headquarters in Chicago the Walt Disney World account. The following year, Burnett picked up the Disney Institute and in 1996 it won the Disneyland and Disney Cruise Line business.
In addition, the agency's Singapore office won the DisneyFest account last year and Burnett was handed responsibility for DCP's pan-China advertising.
Copyright October 1997, Crain Communications Inc.