The review, which saw the winning agency pitch against TBWA, Ogilvy & Mather, DDB and new shop Bravo, headed by ex-DDB chief Aaron Lau, also resulted in Burnett sister shop Arc taking Dragonair's below-the-line brief, while Starcom scooped media from incumbent OMD.
Singmay Chou, GM, marketing, at Dragonair, said: "Burnett had the whole package -- strong creative ideas, strong strategic thinking, a stable senior team on the account. Also, Starcom is very large in Greater China."
She said Burnett had been charged with taking DDB's last brand campaign, 'The beauty of flying', "to the next level, generating attention and awareness and (addressing) the need to cultivate specific reasons for (consumers) to use Dragonair".
Chou said the flagship carrier would focus on rolling out tactical work this year as competition in the airline sector intensifies. Over the next two decades, air travel in mainland China is expected to grow at the rate of up to eight per cent annually, with "the skies above China getting busier and the environment more tough in the future," said Burnett Hong Kong's chairman and CEO, Eddie Booth.
Admango put the airline's monitored adspend at almost HK$50 million (US$6.4 million) for 2005.
