Jenny Chan 陳詠欣
Jun 1, 2015

MediaCom tipped to win US$40 million Bank Of China business

BEIJING - MediaCom is tipped to have recently won the media business from the Bank of China (BOC), said to be worth US$40 million (RMB250 million) in billings.

MediaCom tipped to win US$40 million Bank Of China business

The agencies invited to take part in the review were Zenith (incumbent), Carat, MediaCom, and UM, according to industry sources.

The tender process is understood to have lasted six months, with the scope of work being traditional media planning and buying (print and TV but excluding CCTV) for all the state-owned bank's business units.

BOC's previous media agency was Zenith, which won the account, then worth US$16 million in billings, from UM back in December 2012.

Zenith clarified that it did not lose this client to MediaCom but resigned the account last year. The agency was asked to re-pitch last December but apparently declined to do so. 

"The way this client wants to pitch will be on a campaign basis, so expect many pitches, and Zenith will not be participating," said a source close to the matter.

Although one source said OMD was invited, OMD itself assured Campaign it did not take part.

Campaign Asia-Pacific reached out to UM for comment but did not hear back in time for publication.


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