“The Asian Rugby Football Union was looking for an agency with the experience to create an entirely new brand and set a point of departure for Asian Rugby in general,” said HSBC Asian Five Nations tournament operations manager Sean Moore.
“We are also committed to ensuring that everything involved in the HSBC A5N, from our title sponsor, to the logo, pitch and venue branding, would be truly world-class. Saatchi & Saatchi also has the requisite regional knowledge and Asian background that was crucial to brand this as an event for Asian rugby fans and they added an element of expertise and familiarity with working with the world’s top brands to the project, which was crucial for our title sponsor HSBC. This combination of factors meant that we could avoid a pitch process while still ensuring that we received the deliverables to the standard we required.”
At this stage the account is centred entirely around branding the tournament and the integration of the tournament's key sponsor HSBC.
