Publicis Guangzhou gains Amway Nutrilite’s creative account

Amway Nurtilite was looking to select an agency partner for 2011 to 2012 to further consolidate Amway’s leading brand position and leverage on the 2012 Olympics in London. The brand had strong success with its marketing during the  2008 Beijing Olympics.

Leo Burnett was the incumbent agency for one year. It  resigned the business a few months ago. The agency says it did not take part in the credential review.

Publicis Guangzhou will be in charge of the strategy planning and creative for Amway Nutrilite in the Greater China region. The appointment covers communications to build the Amway Nutrilite brand in China, as well as its key products, namely Protein Powder which has over 90 per cent market share and the leading global brand, Double X.

The contract also includes a special fund to drive and reward creativity. The client has set aside US$556,000 (RMB3.6 million) in addition to the annual agency fee.

Tony Lee, group account director, Publicis Guangzhou explained that Publicis Guangzhou has been working on Amway’s Artistry account since two years ago. “Our good performance on the Artistry account was one of the deciding factors that the client has handed the Nutrilite’s account to us,” he said.

“We are pulling together the best of Publicis Guangzhou and Publicis Shanghai’s creative resources to ensure we deliver the most creative and effective solutions for our client,” says CH Yang, MD of Publicis Shanghai and Guangzhou.

Reported last April, OMD China has retained the Amway's media account after a 5-way pitch, and the majority of its OOH media business to Heartland-Posterscope.