BBDO will handle the development of creative and strategic planning, with Proximity overseeing BTL and OMD media planning and buying. Marco Polo chiefs have tasked the agency with boosting its image in key markets, which include Hong Kong, China, Vietnam and the Philippines.
According to Clara Wong, BBDO Hong Kong CEO, the decision to appoint a rostered group of agencies marks a significant shift in the brand’s strategy. “
They’ve been quiet for the last few years and they know they have to step up their efforts, so they’re reinvesting in their brand to upgrade their offering,” said Wong.
