SEOUL - Amway South Korea has appointed TBWA to handle the creative account for its Nutrilite brand in Korea after a competitive pitch that included incumbent Phoenix Communications and Welcomm Publicis.

The company is reportedly looking to reinvigorate Nutrilite, a health supplement that accounts for around 40 per cent of its sales in the market.

According to Kyungwoo Nam, general manager of TBWAKorea, the appointment will see the agency act as a “brand partner” rather than a “task-driven supplier”.

The account is understood to be worth an estimated US$3.5 million. The first campaign under the new partnership is due to roll out in September.