Leo Burnett Malaysia unit wins awards

  • Business
  • Thursday, 30 Nov 2006

KUALA LUMPUR: ARC Worldwide, the marketing services arm of Leo Burnett Malaysia, netted a silver and a bronze at the 2006 DMA International ECHO Awards. 

At the ceremony in San Francisco in October, it won the silver ECHO for its Malaysia Airlines' (MAS) "Best of Both Worlds" campaign and the bronze for PetsUnite's "Invisible Leash" campaign. 

Arc said in a statement that the direct mail campaign for MAS was to convince airline companies that MAS Flight Crew Training Centre offered world-class training in a world-renowned tropical paradise. 

The mailer pack carried a reversible pilot uniform-cum-holiday batik shirt. 

The mailer pack to promote PetsUnite Obedience School contained an "invisible" leash to sell the idea that the dogs trained at the school would be so well-mannered that it would be as if their owners had an invisible leash on these pets. 

Arc Worldwide was the only metal winner from South-East Asia.

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