O&M wins brand's business in Asia Pacific

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HONG KONG--Cerebos Pacific, a Singapore-based foods group ownedby Japanese beverage group Suntory, has awarded the regional Brand's advertising account to Ogilvy & Mather Worldwide after a two-month, four-round pitch that included Saatchi & Saatchi, Ammirati Puris Lintas andDentsu Mandate.

The pitch was prompted by Cerebos' desire for a regionally-coordinatedsystem to succed the present individual market system, through which theaccount is handled by J. Walter Thompson Co., McCann-Erickson Worldwide, Bozell Worldwide and Euro RSCG Partnership in various markets.

Worth $15 million, the account is now one of Ogilvy & Mather's top fiveAsian clients. Teams in Hong Kong, China, Taiwan, Malaysia, and Singaporewill create new product positioning in line with Asian's expectations forhealth products.

"This is an outstanding win, it's the biggest pitch held in the regionthis year," says Miles Young, O&M's Chairman, Asia/Pacific, in Hong Kong.

Brand's Essence of Chicken, an all-natural, fat and cholesterol-freehealth supplement, was the brainchild of H.W. Brand, who served as a chefin the court of King George IV in the 1800s. It was introduced in Asia inthe 1920s, and now has over 10 million users worldwide. Cerebos sells about100 million bottles of the Brand's range of products annually.

Copyright October 1999, Crain Communications Inc.

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