Amway appoints Heartland-Posterscope to China OOH media business

The remainder of Amway's OOH media buying is handled by OMD. The media agency retained all media planning and now also handles the majority of the company's media buying, including 100 per cent of its planning business, following a pitch reported last week.

Source close to the client cited that Amway’s OOH spend in 2010 is estimated to be over US$30 million.

“OOH is an important part of the media mix for Amway. As the market leader in China, we are looking for a partner in OOH who understands our renewed challenges and the behaviour of our consumers," said Maggie Lai, head of procurement at Amway China.

"We believe Heartland-Posterscope can turn this understanding into action and connect us with the latest developments, strategic thinking and opportunities available in China,” she added.

Heartland, a member of the Posterscope Worldwide network and the leading OOH communications agency in China, currently has 13 offices in China with over 100 employees and billings in excess of US$200million. Its client portfolio includes Coca-Cola, Nokia, Pernod Ricard, Nivea, Philips, Bulgari, Tiffany & Co and PGI.

“We are very proud to be given the opportunity to work with such a great brand and company, and are committed to help Amway win consumers in the fast-moving out-of-home communications era, in a diverse and complex market such as China,” added Jay Lin, CEO of Heartland-Posterscope.