Tatung pitch excludes incumbent Ogilvy in Taiwan

The pitch presentation will take place this afternoon.

Ogilvy & Mather Advertising Taipei has been the creative agency for all Tatung’s products for over two years, but sources close to the client said that Ogilvy was not invited to this pitch.

Initially, the pitch will be for Tatung's refrigerator business, but it is understood the winning agency will also take the group's TV product business.

Tatung Home Appliance was established in 1918, and is one of the oldest domestic household brand names in Taiwan. It produces a wide range of home appliances including rice cookers, air conditioners, and fans. But televisions and refrigerators are the main products supported by mass media advertising

“As this company has such a long history which is a household brand name in Taiwan, its products are quite durable with competitive prices," another agency source commented. "But they also look very old-fashioned and boring, and (have) a long way to compete with well-known Japanese electronics brands like Panasonic and Hitachi.”

Tatung sells its products — and competitors' — through a chain of around 250 Tatung 3C stores in Taiwan. It has also established market presences in China, Japan, Thailand, Singapore and Vietnam.