The rules of engagement are somewhat unusual - Hsu & Chen will not pitch
in the initial phase. The multinationals will pitch first with
shortlisted agencies going up against the incumbent, which has held the
account for six years and has created a series of award-winning
TVCs.
"They told me that the winning multinational agency will pitch against
us for the account,
said Peter Hsu, executive creative director of Hsu & Chen.
The multinationals appear to have a different take on the pitch. "It's a greater China brief, and the client wants one image across three markets,
said Raymond So, Asia-Pacific chairman of BBDO.
BBDO has serviced the account in Hong Kong since 1998, according to So.
The pitch underscores the key challenge confronting local agencies in Taiwan. "They are really in a jam,
said a source. "They made tons of money when Taiwan was hot. But as China opens up, most advertisers are looking at the entire Greater China market, and the local agencies lack the resources to serve clients outside the island."
