Maxim's has previously worked with several shops on a project basis, including TBWA for its Mooncake campaign featuring Cantonese pop diva Joey Yung. Starcom currently handles media planning and buying for the company.
Simone Tam, general manager, DraftFCB Hong Kong (pictured) said: "An 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".
