McCann and MediaCom become Café de Coral’s new agency partners

Spencer Wong, chief creative officer and managing director of McCann Worldgroup, has confirmed that his agency had won the creative pitch for Café de Coral.

Christine Hung, corporate director (corporate communications and branding management) at Café de Coral Group, told Campaign Asia-Pacific: "We are not a fashion brand, our business is more practical and related to mass consumers' daily life, so our communications will continue to be information-driven on new product launches and promotions.

"TV and print used to be our main media channels, which we will continue to use, but there will be more communications on social media and more interactive channels. As most people have smartphones, this is an important way to push our relevant information," Hung said.

To sustain their business and branding, Hung added that corporate social responsibility initiatives would continue to be high on their agenda.

A number of 4A and independent agencies had joined the pitch, as reported in Campaign in early March. Bates China, Café de Coral's decade-long creative agency, confirmed at the time that it would end its relationship with the client.

Café de Coral Group has been in operation for 45 years and has over 600 restaurants in China, Hong Kong and North America.