Diamond prevailed following a pitch against the incumbent, along with BBDO Korea, Lee & DDB and MBC Adcom. According to new Diamond general manager Sungsu Jung, the bank - one of Korea’s top four financial institutions - is aiming to position itself as a strong global player via an integrated marketing campaign that is expected to break in Korea next month.
“We suggested that since all of its competitors are talking about being global, it doesn’t differentiate enough simply to say that you are global,” explained Jung. “So we suggested we could focus on KEB’s experience of already playing on a global stage.”
Currently, KEB is the largest foreign exchange bank in Korea, with a global presence that includes 10 corporations worldwide and 18 overseas branches. The bank’s current tagline ‘global standard’ is a nod towards this presence, which it claims is the most extensive global network of any Korean bank.
The win comes as former client service director Jung takes charge of Diamond Ogilvy as GM. Former president Yunbok Lee has departed the agency, which was formerly the in-house agency at Hyundai Motor, before emerging as a fully-fledged independent last year.
“The vision is to become a top player as an independent,” said Jung. “We’re actively deploying the 360 model.”