CME-KHBB got the nod after a creative shootout before a multinational group of 3M directors. While it will have the lead role, CME-KHBB and 3M maintain that all three global agencies will reap some of the billings, expected to top $50 million globally.
Dentsu in Asia and BSB Dorland in Europe will use the anchor campaign created by CME-KHBB, now in test overseas, making slight modifications where necessary. Each agency will plan and purchase media for their countries. The campaign is expected to break in late summer or fall this year, sources said.
Beyond billings, the assignment is a coup for CME-KHBB. Sources said that although 3M positioned the assignment as a project of sorts and indicated that, despite the outcome, all agencies would participate, the competition was fierce.
'CME took this challenge, if you will, very seriously,' said one source. 'This campaign is going to be extremely visible around the world and within 3M. (CME) went at this with the attitude that they couldn't afford to lose.'
Crafting a singular global message and campaign is an opportunity for an advertising agency, but the challenge, said one brand identity consultant, is to make the campaign work in each of the markets.
'It's easy to sit in a boardroom and say that you want to have one identity and one communications message, but the brands and products are going to have a different competitive situation, perception and personality in every market,' said John Lister, ceo/creative director of Lister Butler Inc., a corporate and brand consulting firm. 'They are going to face enormous hurdles.'
Copyright Adweek L.P. (1993)