FCB wins Hong Kong Tourist Association pounds 10 million account

The newly merged FCB Worldwide network has had an early boost in its attempts to increase its limited amount of international business by scooping the Hong Kong Tourist Association’s pounds 10 million global account.

The newly merged FCB Worldwide network has had an early boost in

its attempts to increase its limited amount of international business by

scooping the Hong Kong Tourist Association’s pounds 10 million global

account.



The win means a pounds 2.5 million increase in billings for Banks

Hoggins O’Shea/FCB in London which will spearhead the pan-European

initiative to halt the sliding number of visitors to the former British

colony.



The assignment is the first international account to be won by the

network since last month’s announcement by its parent company, True

North, that the FCB and Bozell agencies were to be merged (Campaign, 10

September).



Harry Reid, FCB’s London-based international president, said: ’This is a

clear sign that clients believe we can deliver on our promises.’



Ogilvy & Mather and Euro RSCG vied with FCB for the business, which went

up for review less than two years after it was moved into BBDO from

Bates Worldwide.



Carol Cheung, managing director of FCB in Hong Kong, which will be the

lead agency on the account, led the pitch for the business which

included input from the UK.



’We had to satisfy the association on the scale of our network and our

creative capabilities and it feels reassured by them,’ Reid said. ’The

Hong Kong administration has lots of plans for the future and we’re very

excited to be part of them.’



More than a million Europeans-including about 325,000 from the

UK-visited Hong Kong last year but numbers are declining because many

would-be tourists regard it as too expensive and are going to Singapore

instead.



Last year BBDO launched its ’City of Life’ campaign emphasising Hong

Kong’s diversity and vibrancy. New advertising is expected to promote

the territory as a gateway for exploring China.



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