Chris White, who heads up Movenpick's consumer goods division in Asia Pacific, says the company's coffee, ice cream and yogurt products already have a limited presence in Hong Kong, Korea, Singapore and New Zealand, and this year the brand will be introduced in Taiwan, the Philippines and Australia. Japan will be added early next year, and manufacturing will begin in either New Zealand or Australia later this year.
According to TBWA Chairman for Asia Keith Smith, the account is for all of Asia excluding Japan and will primarily involve print and TV advertising. There was no pitch.
TBWA has been working with the client for several months on individual assignments and from that was appointed Movenpick's agency of record.
"I really like these guys," Mr. White says of TBWA's Asia Pacific team. "We want to make the brand known and then accessible as an affordable luxury, and I think they're the best ones to do that."
Mr. White said he decided not to hold a pitch because he has worked in Asia Pacific for several years with Coca-Cola in marketing and operations and from that experience he "knows all of the agencies already."
The first Asia Pacific regional campaign is expected to break in late May and will compete against other luxury brands such as Haagen-Daz, which sell for about the same price.
Copyright April 1998, Crain Communications Inc.