Jenny Chan 陳詠欣
Apr 20, 2016

Ogilvy loses SmarTone to TBWA Hong Kong

HONG KONG - SmarTone has assigned TBWA Hong Kong to manage its through-the-line communications after a three-way pitch against incumbent Ogilvy and contender DDB.

Ogilvy loses SmarTone to TBWA Hong Kong

TBWA Hong Kong won the business after the mobile provider called a competitive pitch at the end of 2015, and officially won the creative AOR assignment in February.

“Throughout the pitch, TBWA showed their strength beyond a creative agency, establishing themselves as a strategic partner by providing 360° communication solutions to meet our business needs,” said Josephine Lam, head of marketing and sales at SmarTone.

It was a “rigorous and extensive” pitch, added Jan Cho, general manager of TBWA Hong Kong. The agency offered not just traditional creative services, but a hybrid scope of work with digital and social capabilities, he emphasised.

“I daresay that the way we set up digital and social is very different from other agencies," Cho said. "We don’t have different P&Ls, so there’s a lot of efficiency that ensures the output is presented without silos to the client.”

Campaign Asia-Pacific has reached out to Ogilvy for comment.


Related Articles

Just Published

13 hours ago

Nike inspires children to dream big with rousing ...

Wieden+Kennedy Shanghai's new spot allows some of China’s biggest athletes to turn back the clock and reignite the dreams that spurred them to greatness.

15 hours ago

Pepsi shows how to 'Save The Drama' this Chinese ...

FCB SHOUT Malaysia delivers a cheeky campaign aimed at alleviating typical festive frustrations whilst boosting bottle sales at this time.

15 hours ago

Global new-biz round-up: Jim Beam and Pfizer among ...

Publicis Groupe and Havas post year-on-year growth.

15 hours ago

Lessons from Adidas: How to respond to fake press ...

Following the recent hoax against sportswear brand Adidas, communication experts explain how to avoid being hit by a similar fake press release campaign.