April 2009
Diamond Ogilvy has won Unilever Korea’s media business worth approximately US$6 million, beating Universal McCann, Alche Media and incumbent Grape Communications. The agency also holds the advertising business, and this win will add considerable weight to its position as a leading player in the Korean market.
Tasked with taking an integrated approach to Unilever’s media needs, the agency used various tools like Market Share and TOM (Top of Mind) to offer Unilever a customised model to measure audience reaction.
In addition to offering strategic counsel, the agency built a cost-effective integrated media plan, using its unparalleled reach in the Korean market.
Unilever hopes its strong media budget, coupled with its investment in celebrity endorsements (endorsements from Jiwoo Choi, one of the top Korean female celebrities), will boost momentum for its brand in the Korean market.
Diamond Ogilvy media planning manager for the same, Changbum Jang said, “As a long term account service partner agency of Unilever, we are proud to win its media business. This win enables us to provide a more balanced creative and media strategy package for Unilever”.
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