It is understood that the above- and below-the-line assignment will involve work on the RX8 and M6 models, relaunching its other models and finally launching three new models later in the year.
JWT's Hong Kong chief executive officer Desmond So said the agency was looking to bring a "European feel" to the campaign to give the brand a cool and sporty image.
So said JWT would use imagery in individual product campaigns to repackage Mazda as the brand for its target market of under 40 drivers. In the last three years, Mazda's spend has fallen sharply, going from HK$33.7 million (US$4.3 million) in 2001 to about $20 million last year, according to ACNielsen data.
Mazda originally called for a pitch for its new M6 model and then extended it to a branding campaign across all its product lines.
The shift ends a more than 10-year relationship Mazda had with FCB. The incumbent's Greater China chairman and CEO Gary Tse said the split came as a "mutual agreement". With Ford's sizeable stake in Mazda, the win will bring the Hong Kong office back to the network's worldwide Ford family.