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Ogilvy & Mather Taiwan bags 7-Eleven City Café account
by Benjamin Li
23-Nov-09, 12:23
TAIPEI - Ogilvy & Mather Advertising Taiwan has won the 7-Eleven City Café account after a three-way pitch against Dentsu-Kuohua, incumbent agency ADK and a local agency Jin Jin Jin.
The pitch took place in mid-November.
7-Eleven City Café is a home-grown brand in Taiwan. It launched five years ago and now has café counters in over 3000 7-Eleven convenience stores around Taiwan.
Jessie Wang, business director, Ogilvy & Mather Advertising (Taiwan) said: “Coffee is different from other consumer goods, it is not just functional, we convinced the client that they need to build a strong emotional touch and bonding with their consumers."
7-Eleven City Cafés are popular with 20-35-year-old time-poor white-collar workers.
Ogilvy & Mather Advertising Taiwan previously worked on two coffee-related accounts: Maxwell House and a local ready-to-drink coffee brand Left Bank.
The team has also worked on other 7-Eleven businesses including its cash-card i-Cash service and kiosk service i-Bon, where customers can purchase sports tickets, make restaurant reservations and order taxis.
Wang said Starbucks is 7-Eleven City Cafés primary competitor, along with other convenient store counterparts including Family Mart and High Life, which also launched their own café counter services recently.
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