The wins include several well-known brands-Chivas Regal scotch and Haagen-Dazs ice cream-as well as a Nissan distributor and three pieces of Sara Lee Corp. business.
Keith Smith, chairman of TBWA's Asian operations in Hong Kong, noted that the agency already handles several of these brands in the U.S., which helped TBWA's new Asian agencies gain entree and successfully pitch the business. The new accounts increase billings at TBWA's Hong Kong agency-TBWA Lee Davis-by 40% and TBWA's Singapore agency-TBWA Fong Haque & Soh-by 20%, said Mr. Smith.
CREATIVE ON CHIVAS
For Seagram Co.'s Chivas Regal, TBWA Lee Davis won the creative portion of the account, which spends about $20 million regionally. Ogilvy & Mather Worldwide, the incumbent, keeps media.
TBWA Lee Davis also picked up Sara Lee's Champion, Wonderbra and Dim brands, spending a combined $10 million in Asia, according to Mr. Smith. Euro RSCG Worldwide previously handled.
The Hong Kong agency won the $10 million business of Nissan's Hong Kong distributor Dah Chong Hong in late December. DDB Needham Worldwide previously serviced.
TBWA Fong Haque & Soh won the $5 million Haagen-Dazs ice cream account. Mr. Smith said a print and outdoor campaign for Haagen-Dazs will break during April in Singapore, and pan-Asian advertising is being eyed. That business had been handled by J. Walter Thompson Co.
The shop is moving ahead with other expansion plans in Asia. Mr. Smith noted TBWA plans to sign a deal to acquire ad agency Next & Triplet in Bangkok next month, to be followed by similar deals in Malaysia, Indonesia and Taiwan.