McCann signed the retainer contract without a pitch. It was one of several agencies who offered company credential presentations in the first quarter of this year.
Anthony Yeung, the agency’s managing director, said that many car owners in China liked to alter their vehicle's AV equipment, but auto AV equipment manufacturing and alteration (including GPS, touch-screen TV, CD) is a relatively new industry in China. The competition is still low and homogenous.
OWA was established in 2003 and has opened 83 retail shops in China as well as overseas subsidiaries in Singapore, Malaysia, Hong Kong, India, Indonesia and Thailand. It wanted to engage an international 4A agency to harness its overall branding and advertising campaigns with an integrated idea that strengthened its brand image.
Yeung pointed out that McCann Guangzhou is expanding its client portfolio in multiple categories, from Shenzhen Happy Valley theme park and China Telecom, to Shenzhen MTR, San Miguel, Darlie Toothpaste, and the Shenzhen Development Bank.
He added that different categories have different rule games in China, and diversification in working with local brands is critical for the sustainability of an international 4A in China.
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