Dec 14, 2006

Cathay moves Dragonair into McCann after dropping Leo Burnett and Starcom

Cathay Pacific has dropped Dragonair's creative and media agencies Leo Burnett and Starcom in favour of its incumbent team McCann Erickson and Universal McCann, following the acquisition of Hong Kong's second carrier earlier this year.

Cathay moves Dragonair into McCann after dropping Leo Burnett and Starcom

Cathay Pacific has dropped Dragonair's creative and media agencies Leo Burnett and Starcom in favour of its incumbent team McCann Erickson and Universal McCann, following the acquisition of Hong Kong's second carrier earlier this year.

Sources have questioned whether Dragonair will be able to maintain an independent identity following the integration into the dominant brand's portfolio, and the single-agency arrangement is certain to raise further questions. But Cathay marketing GM Charlie Stewart-Cox remained adamant the two brands would complement each other through Cathay's existing global structure and Dragonair's strength in China. McCann Erickson is also expected to increase staff resources in Hong Kong and China from early next year.

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