The World: Seoul - Agencies line up for city's $30m branding account

The Seoul Metropolitan Government is on the hunt for an agency to handle its $30 million branding account.

Cheil and Lee DDB are the agencies thought to be courting the business, alongside the incumbent, LG Ad.

The local authority is looking for an agency to provide a holistic approach to rebranding the city for overseas tourists.

The new campaigns will target a number of South-East Asian markets, as well as Europe and the US.

Seoul is currently promoted under the "Soul of Asia" strapline, with endorsements from the Japanese novelist Ryu Murakami and the US pianist George Winston.