Updated: Goldheart shows unwavering faith in Mehta - again

Singapore - Goldheart has dropped Zender-Fang Associates in favour of DDB and Mandate who handle creative duties and media planning duties respectively - Marketing believes former Zender-Fang group account director, Usha Mehta will join Mandate as well.

The account moved to DDB and Mandate this month, with DDB mainly rolling out tactical retail below-the-line communications. As the sales peak period approaches, a campaign in a larger scale will most likely surface from the agency.

The news marks the third time in one and a half years the Goldheart account has seemingly followed Mehta, firstly in January 2006 when they joined AGI Communications, and then in February 2007, when they joined Zender-Fang, and now DDB and Mandate. It was previously erroneously reported Goldheart was with Chuo Senko from October 2005 - when Lee Hwa Jewellery acquired the brand - to February 2006. Chuo Senko only worked with the brand on project basis.

This latest news was described by AGI's business GM account management and strategy, Brian Beagan as lightning striking three times. "It's clear she has got the client's confidence and the split of responsibilities indicate where Usha's skills lie - in media," he said.

Neither Mandate nor Mehta would comment on the news. Zender-Fang would only be drawn to confirm that it no longer works with Goldheart.

When asked why Goldheart decided to terminate its relationship with Zender-Fang, Goldheart marketing manager Magdalene Eng, "The main reason for the move was that we wanted to advance the brand at the international level. We have previously worked with DDB on Lee Hwa and had a good experience and partnership with the agency."

Eng also indicated the creative fit with the agency was not right.