Benjamin Li
Jun 23, 2011

Mediabrands Hong Kong seals Swire Properties’ full media AOR contract

HONG KONG - Swire Properties has handed its media AOR account to Mediabrands Hong Kong, after a competitive pitch with several undisclosed agencies last month.

The Upper House hotel
The Upper House hotel

The contract covers all of Swire's residential and commercial properties in Hong Kong.

The monitored media adpsend of Swire Properties in 2010 was US$7 million (HK$54 million).

Maxus Hong Kong was the long-term incumbent media agency, while the client engages with a number of creative agencies for its various property accounts.

Sources close to the news said that Swire Properties is historically quite traditional in its advertising, using mostly print and OOH, while digital positioning is slightly behind.

“The client was looking for a new agency with a strong digital and strategic arm, that can offer more creative and innovation in connecting their affluent consumers with their high-end property brands,” the source said.

Established in Hong Kong in 1972, Swire Properties develops and manages commercial, retail and residential properties, typically large-scale multi-purpose complexes. It also manages luxury business hotel The Upper House (pictured).

Source:
Campaign China

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