World partners wins royal Brunei airlines global account

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DENVER -- Worldwide Partners, a confederation of loosely affiliated independent ad agencies, has won the multi-million dollar global account for Royal Brunei Airlines. The pitch was led by ISCB Worldwide Partners, Kuala Lumpur, Malaysia. Also pitching were eight-year incumbent Ogilvy & Mather Singapore, Lintas Singapore, Saatchi & Saatchi Singapore and Grey Kuala Lumpur.

"Worldwide Partners was chosen because of ISCBWP's fresh and bold campaign, and its totally integrated marketing communications presentation for the airline's future expansion," says Royal Brunei's marketing head, Dayang-ku Sharinah P.M. Dato Sharifuddin.

ISCBWP's winning presentation included case studies from two of its 92 agencies: Arc Advertising, London and Thompson Worldwide Partners, Hong Kong. The account has billings of at least $10m.

"If nothing else, our win shows that the Worldwide Partners' international standards and local market-to- market expertise, driven by owner-managers, won the day against the very best multinational agencies driven by WPP Group, Saatchis and Greys of this world," says ISCBWP CEO Austen Zecha.

ISCBWP will continue to work with Worldwide Partners' agencies, initially in Asia and Europe, throughout Royal Brunei's campaign, which breaks in July. The campaign coincides with the airline's "new look" and the introduction of new international routes. The airline plans to eventually expand to the U.S. market.

Denver-based Worldwide Partners Inc.'s clients include U.S. clothing brand Oshkosh B'Gosh, BMW, LeCoq Sportif, Ytong and Mavesa.

Copyright April 1997, Crain Communications Inc.

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