Loyalty operator hands job to TBWA

According to TBWA\ Korea managing director Nam Kyung Woo, OKcashbag brings together online and offline retailers and mobile service providers for a bonus point programme. Consumers can accumulate points from 50,000 retailers to enjoy member benefits. The agency, which will handle creative and media assignments for the brand, will focus on promotions to boost OKcashbag's 20 million subscriber base. "OKcashbag was our client two years ago but shifted to Phoenix. They were not satisfied with the agency, so have come back to us to influence the number of members they have," noted Nam. He added that a campaign would launch in April. The agency has also won web company Naver & Hangame's brief for creative, media planning and buying and promotions. TBWA beat incumbent Cheil Communications after a four-way pitch, which included Wel Communications and Oricom. Naver is a search portal with more than 350 million pageviews and 12 million unique visitors daily, while Hangame offers online games for users of all ages. The account is estimated to be worth $10 million. TBWA has also extended its hold on the Hyundai Capital (part of Hyundai Motor Group) account, scooping the creative assignment from incumbentWhite Communications. TBWA, which won the media buying and planning after a competitive pitch last year, beat Wel Communications and Creative Air for the $5 million creative brief.