The newly-launched US$1 billion flagship of the Shui On Group appointed the alliance, which operates under the moniker 'Wings', following a three-way pitch that involved Ogilvy & Mather and Bentley Porter Novelli.
"During the pitch, they seemed to understand the company and our needs," said Shui On Land manager of corporate communications, Ronnie Pang.
Already employing Edelman as its PR incumbent, Pang explained that an integrated approach would work better for Shui On, given the need to consolidate messaging and briefing.
"We think that with a combined campaign we can look at all angles - we don't think marketing, advertising and PR should be separated when we promote the company," said Pang. "We also wanted a one-stop solution, with everything under one roof."
"The client felt it would make more sense," added Edelman director Corliss Ruggles. "There is a drive towards increased communications and it is the nature of their business, making sure everything is based on the same foundation."
While Shui On Land's profile is relatively high in Hong Kong, thanks to its parent company, both Ruggles and Pang pointed out that a key challenge will be to raise visibility among the international community. "We have to heighten (Shui On Land chairman) Vincent Lo's profile internationally," said Ruggles. "It's a new company in a very competitive market - for us the challenge is to cut through all the clutter."
"In Hong Kong and China, it's not that challenging as we have been here for a long time," added Pang. "We have to let the business community around the world know us more."
