Weber Shandwick, in association with McCann Relationship Marketing (MRM) and Universal McCann, won the pitch for the project. According to sources, the pitch also involved Hill & Knowlton, which teamed with JWT subsidiary Conquest, and Strategic Financial Relations, which reportedly joined forces with TBWA.
"(IPG) really presented a really integrated team," explained Rachel Chan, who will continue to oversee corporate communications at Tom for two months following her recent move to Hill & Knowlton. While Weber raised awareness through media relations, MRM designed creative for the campaign, which includes print ads, direct marketing and an online competition. The project follows Weber's work on Tom's IPO earlier this year. The agency also handles Tom Online in Beijing. "I think they were very happy with the work we did on the IPO," said Weber Shandwick Hong Kong MD Jill Mortensen. "The PR component has been more educational, while the ad component has been to position Tom as a one-stop shop for media buying."