Y&R Guangzhou received the appointment news last week. The reported agency fees are US$300,000 (RMB 2 million).
Y&R Guangzhou will work with Guangzhou Metro to develop its brand and creative strategy over the next year. The public transport network did not have an incumbent creative agency, and instead used a number of creative agencies on a project-by-project basis in the past. The client will handle its media in house.
The Guangzhou Metro operates 144 stations and 236 km of tracks, and experiences an average of over 4.5 million passenger trips per day.
Massive expansion of the metro network has been planned for the decade of 2011–2020. Two new lines and the extension of the Guangfo Line are already under construction and expected to be completed before 2015. Total operational capacity is scheduled to exceed 600 km by 2020.
Y&R Guangzhou's client portfolio also includes China Southern Airlines, Midea Home Appliances and Ping An Bank.
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