The decision comes after the client previously used local agencies on a project basis.
DDB will oversee creative for all of Chow Tai Fook’s regional markets, including, China, Hong Kong, Taiwan and Malaysia. “The key challenge is the brand inconsistency,” said DDB group business director Conrad Ng.
“The first priority for us is to work on the brand strategies with the client and the first campaign is expected to be launched in June”.
While Chow Tai Fook counts more than 600 stores across the four markets, it faces fierce competition from the likes of Chow Sang Sang, Lukfook Jewellery, Just Gold and TSL.
