There was no incumbent because Hong Kong Government bodies usually appoint agencies on a project basis. Media buying and planning will be handled by an in-house team at the ICAC.
ICAC chief education and mass communication officer, Cynthia Lau, said JWT won the assignment because the agency's strategy was in alignment with the Government body's positioning. "We have been adopting a consistent advertising strategy aimed at urging the general public to play their part in minimising corruption. However, in the coming campaign, we also want to emphasise that the economy benefits from a society which is corruption-free."
The new campaign, consisting of television, print and radio executions, is expected to roll out some time in the second half of the year.
