Grey will be responsible for developing the next phase of the bank’s communications strategy, as a follow up from its initial rebranding in 2005.
“We have a very short history with the brand in Hong Kong so it is important for us to communicate to customers our value banking proposition, which was developed for the relaunch,” said Shera Lee, senior vice-president, head of consumer banking, Fubon Bank.
Incumbent media agency OMD will continue to handle planning and buying.
Lee said the first work from Grey was scheduled for launch in mid-May.
