ICBC sends out pitch requests in Hong Kong

The bank joins its larger competitors, Bank of China and Hang Seng Bank, which also have pitches in progress.

According to one agency source who got invited but declined to join due to a conflicting client, ICBC began inviting agencies about two weeks ago. The brief is branding-focused, but the scope of work when awarded will also include various products, the source added.

"I think it’s just coincidence [that all three banks called pitches at the same time], and in the case of Hang Seng and Bank of China, a little bit of musical chairs I believe is in play," a 4A agency boss commented. "ICBC is not a major player, in terms of media spend, and the scale and scope of the pitch I reckon is far less significant compared to the other two."