PHD snaps up Tempo media

PHD will handle all Tempo’s media programmes in Hong Kong, with possible expansion plans into Southern China.

“PHD’s intimate understanding of our Tempo business coupled with their strategic thinking and innovative ideas have been pivotal in our appointment decision,” said Keith Lee, commercial director at the brand’s owner SCA.

SCA acquired Procter & Gamble’s entire European tissue operations, including Tempo, in 2007. Publicis remains the global creative agency for SCA’s Tempo business. Carat is Tempo’s global media agency but they were not invited for this pitch.

The tissue product category is a crowded one, Tempo’s head to head competitor is Kleenex. Besides other well established brand like Scott, and there are also newer market entrants such as Virjoy, Vinda, and other no-frills house brands.

“As Tempo doesn’t have the P&G’s buying clout, one of our challenges is to improve the brand’s TV efficiency and give more ‘out-of-the-box’ creative ideas,” said Ray Wong (pictured), MD of PHD.