This marks the first time Grey/Wba is working with J.P. Morgan. The project was assigned following a credentials presentation and awarded in part due to the agency's strong financial experience, whose financial clients include AXA, PrimeCredit and Fubon.
The assignment consists of a thematic product campaign with integrated support including print, online and BTL. Supported by media partner Maxus, the first campaign was launched on Wednesday, covering all the major newspapers and magazines including Oriental Daily, Apple Daily, Hong Kong Economic Times, HKEJ, AM730 and Headline Daily.
Desmond Chan, GM of Grey Hong Kong, pointed out that since it is a very competitive and cluttered market in Hong Kong with competitors like UBS, Macquarie and Merrill Lynch, the agency's communication challenge is to connect to the needs of consumers - from savvy investors to mass public - and create a brand preference in leveraging J.P. Morgan's competitive edge.
J.P. Morgan is a leading global financial services firm with assets of US$2.1 trillion. It operates in more than 60 countries and is a leader in investment banking, financial services for consumers, small business and commercial banking, financial transaction processing, asset management and private equity.
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