Amway tipped to launch media review in China

A source said the pitch was in its initial stages, with the client "inviting agencies to understand more about them". The source added that if the pitch proceeds, it would be held before the end of the year.

Another source close to the pitch said the review was not for the whole Amway account. It is thought that the Artistry cosmetic brand (including skincare, cosmetics and anti-aging creams and serums) is at the heart of the review. The brand accounts for about one-quarter of the company's China adspend.

OMD Guangzhou scooped media duties for Artistry from incumbent agency Carat in May without a pitch. A representative of Carat Guangzhou stated that the agency was not aware of the pitch.

OMD Guangzhou, which also works on Amway’s Nutrilite account, was appointed as part of a move to consolidate the planning and buying functions of its key brands under one roof. Creative for Nutrilite was won by Saatchi & Saatchi earlier this year.

Amway recently handed the creative for Artistry to Rapp in Guangzhou after a four-way pitch against JWT, Ogilvy and incumbent Publicis.

Amway entered China more than 10 years ago and competes with other foreign direct marketing players such as Avon and Mary Kay. According to Nielsen China, monitored adspend by Amway on the Artistry brand alone totalled Rmb 351 million (US$51 million).

The company's last media pitch was held in the middle of last year, with OMD and Carat splitting the account.