Carat, Maxus, Mindshare and Zenith Media have been invited to join the pitch.
HSBC invested in Bank of Communications three years ago, and OMD has been working on the account since, but its contract ends in December and decided not to join the pitch. The result is expected to be announced next month.
“Business volume is growing 100 per cent, but our media adspend won’t be increasing 100 per cent. The China market is so huge, the challenge is for the new agency is to maximise the limited media budgets and resources to maintain the impact of our marketing campaigns,” said Anthony Lau, head of marketing at Pacific Credit Card Center, Bank of Communications.
“It also needs to strike a balance between the national media campaigns and the local media campaigns,” he added.
Bank of Communications is a challenger brand in this category, as China Merchant Bank is the market leader, followed by ICBC and China Construction Bank, though the latter two spend little on advertising.
HSBC invested in Bank of Communications three years ago, and OMD has been working on the account since, but its contract ends in December and decided not to join the pitch. The result is expected to be announced next month.
“Business volume is growing 100 per cent, but our media adspend won’t be increasing 100 per cent. The China market is so huge, the challenge is for the new agency is to maximise the limited media budgets and resources to maintain the impact of our marketing campaigns,” said Anthony Lau, head of marketing at Pacific Credit Card Center, Bank of Communications.
“It also needs to strike a balance between the national media campaigns and the local media campaigns,” he added.
Bank of Communications is a challenger brand in this category, as China Merchant Bank is the market leader, followed by ICBC and China Construction Bank, though the latter two spend little on advertising.
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