Fridges get an artistic treatment in Burnett's campaign for Kelon
Article Abstract:
Advertising agency Leo Burnett produced an innovative advertising campaign for Guangdong Kelon Electrical Holdings in marketing the company's refrigerators. Burnett endorsed the product by treating it as an art object that can complement the decor of any home. This strategy came about as a result of a Chinese habit of families putting the refrigerator in the living room. Phillip Wain health and beauty spa plans to increase its presence in Asia by increasing its number of stores and basing its ad campaign on the spa's popularity with women.
Publication Name: The Asian Wall Street Journal Weekly
Subject: Business, international
ISSN: 0191-0132
Year: 1997
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McCann chooses the City-State for its regional office
Article Abstract:
McCann Erickson Asia Pacific, a multinational advertising agency in Asia builds a regional office in Singapore. The move is part of its strategy to separate regional from local accounts and service more its regional clients which include General Motors Corporation, Gilette Company and Levi Strauss & Company. China is another focus of operation to compete with the leading Cordiant PLC's Saatchi & Saatchi Advertising. McCann intends to position itself as the number one Asian advertising agency.
Publication Name: The Asian Wall Street Journal Weekly
Subject: Business, international
ISSN: 0191-0132
Year: 1997
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Leo Burnett will create Asiawide Ray-Ban's image
Article Abstract:
Bausch and Lomb is getting Chicago, IL-based Leo Burnett to handle the advertising for its popular Ray-Ban sunglasses which will be more vigorously marketed in Asian markets. The advertising agency will target young consumers and downplay the product's strict identification with Western lifestyles. It will focus on Ray-Ban's international appeal and introduce new styles.
Publication Name: The Asian Wall Street Journal Weekly
Subject: Business, international
ISSN: 0191-0132
Year: 1995
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