Agile, which claims to be one of the leading developers in the Pearl River Delta region, has previously worked with local agencies and directors. The decision to enlist JWT marks the first time it has employed a 4As network. Although there was no formal pitch, it's understood Agile held initial conversations with two unnamed 4As agencies in Shanghai and Guangzhou.
According to JWT business director Yong Yuan, Agile has tasked the agency with expanding its presence along the Eastern seaboard and in other key growth areas through China. The emphasis will be on separating Agile from competitors with questionable reputations, and better communicating to consumers the company's values and what it can offer them.
"Unfortunately, the real estate category in China is not very well respected, as it is quite notorious for dishonesty, with considerable negative media coverage of consumers being cheated," said Yong. "Most real estate campaigns tend to be product-focused, but we have suggested the client take another approach and differentiate itself as a responsible and caring developer."
JWT's first campaign for Agile is expected to roll out in the Pearl River Delta region in September, and is scheduled to be followed with a national push by year's end.
