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