CTBC Bank entrusts McCann Taiwan after pitch with Bates CHI&David

On June 5, 2014, CTCB acquired Tokyo Star Bank with the ambition of building itself into an internationally recognised brand.  

Gary Chi (纪致谦), MD of McCann Worldgroup Taiwan, told Campaign Asia-Pacific that the agency will bank on that and re-energise CTBC's highly-recognised, 15-year ‘We Are Family’ brand positioning with the goal of making it sharper, fresher and more relevant.

The new agency has been tasked with the responsibility to manage all strategic planning and creative duties for the bank's corporate branding and charitable fundraising campaigns across multiple media channels. That includes activities for the 'Light Up A Life' foundation, established in 1985 to help improve the lives of Taiwan’s disadvantaged children.