OMD, Carat, and incumbent Hylink Digital Solutions also pitched for the account. The agency heads were unavailable for comment on the final win.
Apart from digital media planning and buying in China, MEC's scope of work has been expanded to include search. It is understood that a separate social-media pitch is still in progress.
The client aims to stand out from other jewellery brands such as Chow Tai Fook and Luk Fook with a campaign launch in late September.