FYI 2.25.09

Schering Plough Appoints McCann; Anta Retains JWT; Beanstalk Opens First Asian Office

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Schering Plough Corp. has appointed McCann Worldgroup's healthcare division in Shanghai to develop consumer education and outreach programs for Clarityne in China. Clarityne, an antihistamine used for treating allergies, is one of Schering Plough's largest products there.

As part of the assignment, McCann Healthcare will create an education portal to provide online information and improve consumers' understanding of allergies, allergy medications and treatments. Schering Plough will continue to work with Euro RSCG Life, its creative agency, and Zenith Media.

McCann will also help Schering Plough develop a new collaboration with the Discovery Channel, including brand and product insertion on Discovery Channel's allergy education programs. Discovery has over 20 station partners in China that will air the programming later this year.
Anta Sports Products has retained JWT as its creative agency in China following a pitch against Dentsu, Saatchi & Saatchi, and Lowe. The Chinese company manufactures and markets sportswear, including sports footwear, apparel and accessories. It is particularly well known for its sports shoes, which are developed in China with one of the most advanced shoe R&D facilities in the mainland. Anta first appointed JWT's Shanghai office in 2006, shortly after the WPP agency lost Nike's creative business to Wieden+Kennedy's new Shanghai office.

The review won by JWT started lin August 2008 shortly after the Olympic Games ended in Beijing. Michiel Hofstee, managing director of JWT, Shanghai said in a statement that the review was unsurprising, as it is standard for a sportswear brand to review its performance after a big sports event.

"Anta's long-term plan is to be the number one sports brand in China, and we feel that JWT is the right partner to make our dreams come true." said Samuel Xu, Anta's Marketing Director.

Earlier this year, Anta signed an endorsement deal with women's tennis player Jelena Jankovic, who will now exclusively wear Anta sports apparel, shoes and accessories worldwide. Anta's design teams from the U.S. and Japan have worked closely with the tennis star to develop a Jelena Jankovic range of sports products. JWT will work with Anta and Ms. Jankovic as part of its creative assignment.
The brand licensing agency and consultancy, The Beanstalk Group, has opened its first Asian office in Hong Kong to develop brand extension strategies for marketers such as Ford Motor Co., Jaguar, Land Rover and Samsonite. Beanstalk is part of Omnicom Group's Diversified Agency Services division.

The Hong Kong office will be managed by Josephine Law, the firm's director-brand development in Asia. Previously, she was global licensing director for Byford International, a British men's underwear and hosiery brand. Prior to that, she was the licensing area manager for Elle magazine's licensing program in Asia/Pacific.

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