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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