After the news of Nippon Paint Malaysia calling for a pitch broke out last month, a few contenders were reportedly in the race. BBDO, Saatchi & Saatchi and TBWA were confirmed as being present at the pitch.
So, what was it that convinced Nippon to hand over the reins of its brand to TBWA?
“All agencies presented fabulous ideas at the pitch, but we believe TBWA really stood out with its message and was able to demonstrate a clear understanding of the paints category”, the Nippon Paint spokesperson said.
“Not only is TBWA aware of the challenges faced by the paints industry but it also proves its ability to take the Nippon brand – which is already the category leader – into new areas of growth”.
The brand seems very happy with the outcome of the pitch and is planning to launch a campaign in the beginning months of the coming year.
Incumbent creative agency NagaDDB, who handled the account for more than a decade, had earlier agreed politely to decline participating in the pitch. The media part of the business is handled by Vizeum. Nippon Paint's reported media adex was RM16 million two years ago.
In the middle of this year, Nippon Paint (M) Sdn Bhd won the inaugural Product of the Year award for its Momento Enhancer Series in the paint category!