Dentsu Taiwan tipped to assume creative duties for Tatung

Dentsu Taiwan was unable to comment on the development. However, BBDO Taiwan confirmed that it did not win the business.

Ogilvy & Mather Advertising Taipei had worked for Tatung on project basis in 2010 for their air-conditioner business, and declined to join this pitch.

Initially, the review was for Tatung's refrigerator business, but it is understood the winning agency will also assume duties for 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 TVs 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.