FCB snatches HK$30m Mass Transit Railway business from DDB

<p>FCB Worldwide has snatched the HK$30 million (US$3.9 </p><p>million) Mass Transit Railway (MTR) account following a four-way pitch </p><p>against incumbent DDB, Grey and TBWA. </p><p><BR><BR> </p><p>The newly merged operation - FCB and Bozell - will take charge of the </p><p>MTR's advertising and media activities for its mainline service, while </p><p>DDB will retain the Airport Express account. </p><p><BR><BR> </p><p>Optimum Media Direction will continue to manage the Airport Express </p><p>media account. </p><p><BR><BR> </p><p>A new campaign will kick off in the first quarter of this year, but </p><p>campaign details have not yet been confirmed, MTR marketing manager Jeny </p><p>Yeung told MEDIA. </p><p><BR><BR> </p><p>With the launch of the Tseung Kwan O new line and plans to list on the </p><p>stock market, the MTR felt that it needed a new communica-tions </p><p>direction, she said. </p><p><BR><BR> </p><p>Held by DDB since 1998 and JWT for about 12 years before that, the MTR </p><p>mainline account went up for pitch last December. </p><p><BR><BR> </p><p>FCB was selected for its strong strategic and creative capabilities, </p><p>said Ms Yeung. </p><p><BR><BR> </p><p>In other new account wins, FCB has walked off with New York Life in </p><p>Taipei and Conrad International Hotel in Hong Kong. </p><p><BR><BR> </p>