The bank’s account was previously split between five agencies, including Blue Circle, Hotline and Pantarai as well as Fortune and First Edition.
According to sources, Fortune will handle the most lucrative part of the business, which is mass banking and includes savings product and e-banking, while First Edition will handle the credit cards account. Dentsu will work on the smaller part of the business consisting of the corporate account, as well as commercial and corporate banking.
According to sources, Fortune will handle the most lucrative part of the business, which is mass banking and includes savings product and e-banking, while First Edition will handle the credit cards account. Dentsu will work on the smaller part of the business consisting of the corporate account, as well as commercial and corporate banking.
The bank had invited 14 agencies for an initial briefing and further narrowed its search to 10 agencies, of which five were selected in the final round. Blue Circle and Hotline were shortlisted for the final round.
The pitch initially ran into a series of pitch fees problems. DDB and Bates withdrew due to the bank’s refusal to pay a pitch fee of $2,700 required of large advertisers.
