Carat Taiwan starts 2013 with three account wins: Mars, Taiwan High Speed Rail, 104 Group

TAIPEI - Carat Taiwan has rung in the new year with a bang, reporting account wins in January for Mars Incorporated, Taiwan High Speed Rail (THSR) and 104 Group.

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Mars Incorporated, the multinational petcare, chocolate, confection, food & drink company, is the biggest account among the three wins. According to Joanne Liu, GM of Carat Media Taiwan, the client's media adspend in 2011 to 2012 was US$3 million to US$3.5 million (NT$60 to 100 million), with TV still its major media channel to reach mass consumers.

Carat won the two-round pitch in October against the incumbent OMD and MEC. Carat Media Taiwan will be in charge of the media duties for Mars’ Petcare and its chocolate brands. BBDO is the creative agency for this account.

With the THSR pitch, McCann Worldgroup Taiwan teamed up with Carat Media Taiwan (pictured below) and was chosen from a total of four teams as THSR’s media and creative service partner. As reported in December, THSR would like to increase passenger intake from leisure travellers.

Carat's media plan is to accommodate the creative strategy by scheduling TVCs and advertising before weekends and tying in with major holidays and festivals.

Meanwhile, 104 Group, the largest online career consultant in Taiwan, also decided to allow Carat Media Taiwan to handle its media service initiatives.

Liu highlighted the importance of “better reach at better timing delivered by precise planning and execution" and the introduction of Carat's Quality Gross Rating Point concept for the wins. "As Taiwan is an extremely price-competing market, we convince the client that in addition to the cost issue and efficiency, the “effectiveness” is also critical."

Source:

Campaign China