Carat China wins $22 million BOC business

OMD, whose BOC contract ended in December, did not participate in the pitch, but other contenders in the review are believed to include ZenithOptimedia and WPP’s Maxus, which handles media for the banking side of BOC. 

The account is worth an estimated Rmb 150 million (US$22 million). Carat China will handle all media planning and buying for the Pacific Credit Card brand. It will oversee a series of integrated campaigns, including TV, print, outdoor and digital, that will build up to the 2010 World Expo in Shanghai, of which BOC is a sponsor. The company is based in Shanghai.

“This is a unique opportunity to leverage the bank’s sponsorship and heritage in the city to build a deep engagement with Chinese consumers,” said Seth Grossman, Carat’s managing director for Eastern China.

The Pacific credit card, a partnership between HSBC and BOC, is positioned as China’s global card and is one of the leading credit card brands in China. Creative for BOC is handled by Leo Burnett and M&C Saatchi.

China Merchant Bank is the market leader, followed by ICBC and China Construction Bank.