According to sources, BoC has invited several 4As agencies to pitch for the assignment, including Ogilvy & Mather, McCann Erickson and Euro RSCG. While BoC is considered the most international of China’s ‘big four’ state-owned commercial banks, it is thought that the pitch addresses MNC preference for international banks when they enter China. While several global banks are currently scrambling to avoid bankruptcy, BoC is also hoping to communicate its stability and profits to an international audience.
Bank of China reviews global brand strategy
BEIJING - Bank of China (BoC) has called a pitch focusing on its international brand strategy, aimed at MNC customers in Europe, the US and Japan.
