Euro RSCG, Ogilvy & Mather, Publicis, Saatchi & Saatchi, DDB and Grey have attended the briefing session and have been asked to respond to the tender by 28 February, prior to presentations on 3 March.
The list of agencies that turned down the opportunity include Leo Burnett, JWT and McCann Erickson.
The list of agencies that turned down the opportunity include Leo Burnett, JWT and McCann Erickson.
The account was resigned in late 2007 by DraftFCB, after a nine-year relationship.
At the time, it was widely thought that the value of the account, taken in context of the negative publicity that regularly engulfs the HKTB, was a factor behind DraftFCB’s decision.
According to an HKTB spokesperson, the body will spend HK$331 million (US$42 million) on its 2008 campaign, compared to $350 million last year.
However, one source noted that the vast majority of this spend will take place below-the-line. “Agency profit is likely to be so-so and turnover time is always rushed,” explained one agency chief, who declined to be named.
“The market in general has improved so much in the recent few months that many agencies don’t have the time and capacity to handle such a substantial pitch.”
Sources noted that the brief calls for a global agency which must possess strong creative quality and demonstrate a solid overseas network.
Recent media reports have been highly critical of the HKTB’s lavish spending on senior management. However, Gary Tse, DraftFCB Greater China chairman and CEO, believes the coverage is unfair. “The media should treat all Government departments on a fair basis,” said Tse. “Although the HKTB should also be more transparent. It still has that ‘no comment’ mentality that is common in the Government.”
Meanwhile, the HKTB has launched a new video featuring brand ambassador Jackie Chan in a bid to drum up excitement for the upcoming Olympics equestrian event.
The 30-second commercial has two versions for visitors in short and long-haul markets, respectively.
