According to a source, FCB was awarded the business following an 11-way pitch, which saw shortlisted agencies Lowe Worldwide, Leo Burnett, local shop Toplan and incumbent Ogilvy battle FCB for the NT$100 million (US$3 million) business.
"HiBank has the biggest market share in the sector and is the number one brand in its category. It has been very competitive," said one source. "Ogilvy did a good job in raising its awareness, but it's believed that its creative management change triggered the pitch." (Media, March 10.)
FCB, which is expected to expand its HiBank personal loan win to other products such as mortgages, has also named two general managers in the Greater China region -- Simone Tam in Hong Kong and Amy Peng in Beijing.
Tam takes up her new role after two years at FCB San Francisco, where she worked on Levi Strauss as well as new business development.
FCB wins HiBank in 11-way tussle
Ogilvy & Mather Taiwan has lost its third major piece of business in as many weeks, with personal loan company HiBank moving its creative account to FCB.