As lead brand agency, Saatchi & Saatchi develops the go-to-market strategy and BTL creative work for Chivas. Saatchi Lab's role is digital strategy and communications for all three of its sub-brands (Chivas 12, Chivas 18 and Chivas 25), displacing incumbent agency Nurun.
According to the Saatchi Lab, Chivas spends the bulk of its marketing investment in channel activation, events and sponsorships, and is now doubling its digital budget.
"Our approach to the pitch was based on a mindset that we have already won the business, as every proposal we presented has a detailed schedule of what can be done by when," Jason Cheng, managing director for Saatchi Lab, told Campaign Asia-Pacific.
"We don't want to be like other lip-service agencies who win over the client with ideas but fail in execution," he added. "In our digital pitch, there are elements that are not digital. Digital objectives only happen to be the most effective, such as location-based media that we recommended."
The expanded appointment started from May this year, after the pitch was called in March.
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