Swedish vodka distiller, Absolut has awarded advertising duties for nine countries in the Asia/Pacific region, to Omnicom Group-owned TBWA Worldwide. The undisclosed pan-Asian account -- which covers advertising in Australia, Hong Kong, Japan, Korea, New Zealand, the Philippines, Singapore, Taiwan and Thailand -- will be coordinated by TBWA, Paris, which already handles Absolut's advertising in Europe and Africa.
Previously, Absolut's only local advertising presence in the Asia/Pacific region was a contract with independent Fame, Sydney, which handled marketing in Australia.
Absolut describes the appointment of a single agency network as a logical development in the wake of its recent realignment of distribution capacities across the region.
Picking up the Asia-Pacific region, increases TBWA's lockhold on the global Absolut account, now controlled by two principal agencies: TBWA Chiat Day, New York, which has handled Absolut's advertising in the Americas since 1979, and TBWA, Paris, which launched the brand in Europe in 1992 and now handles the Africa-Asia/Pacific-Europe region.
TBWA is now deeply immersed in adapting Absolut's iconoclast advertising message to local markets across the region, with the first print and outdoor work scheduled to break in July.