Creative and Media Account Moves in China in April 2009

Saatchi & Saatchi Leads Creative Agencies With New Business From Amway and Siemens, Says R3, While ZenithOptimedia and Carat Maintain Their Lead Among Media Agencies

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BEIJING ( -- Saatchi & Saatchi jumped to the top of the league in April 2009, after securing creative business from Amway and Siemens.

Saatchi & Saatchi, Guangzhou will handle creative for Amway's Nutrilite health food range, including its flagship supplement brand, Double X, following a four-way pitch that included the incumbent, Ogilvy & Mather. The agency's Shanghai office, meanwhile, will work with Siemens, which markets refrigerator, washing machines, built-in kitchen units and water heaters in China. Combined, the accounts are worth an estimated $26 million.

Bates 141 moved into the second position with $16 million in new business this year in China, largely due to its global Li Ning win in April. The WPP agency will help the Chinese sportswear company develop a marketing communications strategy for overseas markets. Leo Burnett will continue to handle Li Ning's domestic advertising business, however, and McCann Erickson still works on another Li Ning brand in China, Lotto.

DDB Worldwide and Bartle Bogle Hegarty--was appointed by Coca-Cola Co. to handle Sprite creative
Greg Paull
Greg Paull
in Asia/Pacific, including China-- make up the rest of the top four, said Greg Paull, a principal at the independent marketing consultancy R3 in Beijing.

Among the media agencies, ZenithOptimedia has retained its top position after winning a major piece of media planning and buying business from Mars in China, a loss for Mediacom in that market. The Publicis Groupe media network has added $126.4 million in billings in China so far this year. With nearly $65 million in new billings in 2009, Carat remains in the No. 2 spot, after picking up business from Tesco last month. Mindshare and Universal McCann take the next two spots.

R3 compiles a ranking of agencies' account wins in China each month for AdAgeChina. Its new business league is compiled using data supplied by 26 multinational agencies on a monthly basis. The data is balanced against marketer estimates and Nielsen's ad spend estimates, discounted to appropriate levels and converted to a revenue estimate.

Return to the AdAgeChina home page here

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