ASIA-PACIFIC – SINGAPORE, SEPTEMBER 5, 2012 – After a pitch frenzy by several international agencies in Singapore, Saatchi & Saatchi emerged victorious as Lenovo named them brand agency of record for the Asia-Pacific and Latin America (APLA) region. Taking effect last month, Saatchi & Saatchi will be in charge of the Lenovo account for one year.
Commenting on the appointment, Amy Wong, APLA branding and advertising of Lenovo, said that Saatchi & Saatchi Singapore would be able to help further establish Lenovo’s brand equity in the region.
The challenge of the brief, according to Celevel Ranoco-Butler, general manager of Saatchi & Saatchi Singapore, is in properly targeting the diverse emerging markets that have different life and education stages where an effective campaign in one region might not be received properly in another.
