Jenny Chan 陳詠欣
Mar 28, 2018

McCann on notice as Cathay Pacific calls wide-ranging pitch

The pitch is a key part of Cathay's three-year turnaround strategy that demands a transformation of its marketing approach.

A recent activation by McCann replicated a boarding gate on a Hong Kong sidewalk.

Cathay-Pacific is conducting its first major agency pitch in 25 years after an RFI request for information was sent to dozens of agencies last week, Campaign Asia-Pacific has learned. 

The comprehensive pitch is a key part of the airline's three-year turnaround strategy, announced last year, that demands a transformation of its marketing approach. The entire turnaround, centred on ultimately becoming a brand-led organisation, is also targeting HK$4 billion US$510.12 million in...

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