DraftFCB was appointed following a competitive review consisting of two other agencies. Maxim’s MX has previously worked with several shops on a project basis, including TBWA for its ‘Mooncake’ campaign by Cantonese pop diva Joey Yung. Starcom currently handles media planning and buying for the company.
“Together with our brand consultancy partners, The Ingram Brand Company, our central marketing team appointed DraftFCB based not only on their sound creative executions, but also on their strong strategic approach in bringing the MX experience to life,” said Maxim’s Group head of advertising and CRM Patrick So.
Simone Tam, general manager, DraftFCB Hong Kong said: “(Maxim’s) old and tired image is the core branding issue.”
“Changing the name to Maxim’s MX, a new logo, and store renovation were just the beginning of the full MX experience, now we have the job to bring it to life.”
DraftFCB will also be responsible for marketing Maxim’s branded products
