The agency came out ahead in the shootout, picking up ING's life insurance brief in Taiwan and mutual fund accounts in China and Hong Kong. BBDO retained the Hong Kong life insurance assignment, while a local shop clung onto the Taiwan mutual fund job. More than seven agencies were involved in the pitch, including top 4As agencies. The media planning and buying briefs were not reviewed.
JWT's China chief executive officer, Tom Doctoroff, said the creative strategy would be to highlight service-based differentiation.
He added that the tone of the campaign would be more positive compared with the norm currently available. "At the moment in Taiwan, for example, insurance companies use things like angels of death in their ads. It's quite spooky actually."
A multimedia campaign - television, print, outdoor and interactive - is being planned in both Taiwan and China, however, the launch date has yet to be determined. This was JWT's first Greater China pitch since it began restructuring its Hong Kong and China operations late last year.
