According to former DDB Asia chairman Aaron Lau, whose newly-launched content and marketing consultancy Bravo is spearheading communications for the repositioning drive as well as managing the media pitch, agencies -- including incumbent MindShare -- will make initial presentations in early February.
"Hutchison is in the midst of choosing (the media agency) for the repositioning of its brand, as it is seeking to develop into a more vibrant, dynamic brand than it was months ago. It needs an agency partner to fulfill this, one that knows traditional media but can also think out of the box," said Lau.
"It shouldn't be a drawn-out pitch process, because we know what we want. Only a handful of agencies will be invited to pitch. MindShare has done a good job in the past, so it's not a question of quality. We just want to see what else is out there."
Hutchison is moving to align its brand to music content and recently rolled out a spot set to a bhangra beat. Deals with music labels to provide subscribers with an online music store are also in the pipeline. (Media, January 13)
Hutchison calls HK media pitch to re-energise 3 brand
Hutchison Telecom is reviewing the media buying and planning of its 3 brand as part of efforts to re-energise the two-year-old third-generation mobile service.
