Hang Seng Bank has dumped both BBDO and McCann-Erickson in Hong
Kong, and replaced them with J. Walter Thompson following a competitive
pitch, which also involved DDB.
BBDO previously handled the corporate account, while McCann looked after
the retail side.
The consolidation of the account into one agency is seen as an attempt
by Hang Seng Bank to create and present a single, unified image of
itself to the public.
Industry observers said the decision dealt a blow to both BBDO and
McCann because Hang Seng is the second-largest bank in the SAR and that
the account is worth about HK$55 million (about US$7
million).
JWT won the pitch based on its strategic and creative recommendations.
