FitzGerald's appointment means that management of the account has been split, with group account director Agnes Chung overseeing China properties. According to managing director Ian Thubron, the rearrangement reflects the differing requirements of the brand.
"If you look at the growth of Shangri-La, it has 20 properties in China, and the needs of the brand in China are quite specific," he said.
Lisa Hung, meanwhile, has been promoted to associate account director to handle special projects - which refers to new hotel openings.
"The reason we promoted Lisa is one of the very key areas is special projects, which is new properties - which are very different from on-going ones," said Thubron.
FitzGerald points to TBWA's reputation as a key reason in her decision to leave DDB.
"TBWA just seemed to be a smaller, dynamic agency," said FitzGerald. "It's quite difficult as a Westerner to find a lot of accounts if you don't speak Chinese, and Shangri-La is a dynamic, expanding regional account."
In 2005, Thubron expects sustained activity from the hotel chain, after its major TV and print campaign this year. "They will stay at that level in 2005," he said. "If you look at the international traveller and how they consume media, the broadcast media is an important one. Certainly, next year you'll see a continuation of robust activity."
Thubron also added that the agency's moves to bolster the regional account team, which numbers around 18 people in Hong Kong, is a reflection of the renewed health of the travel and tourism industry.
"They've bounced back from the battering of the travel industry and they are Asia's largest luxury hotel chain," explained Thubron. "Additionally, we have expanded our relationship with Shangri-La in Southeast Asia and China to TBWA\RAAD in Dubai and TBWA\India in New Delhi."
