The client called the pitch in February. Four agencies joined the pitch including McCann Worldgroup.
Ogilvy won the business on a project basis, including through-the-line activities comprising TVC, print, outdoor and some BTL items.
"Ogilvy answered and even escalated our brief. We were very impressed by them," said Emily Chow, head of marketing at PrimeCredit.
Grey Hong Kong worked on PrimeCredit’s creative account for over three years, but ended its partnership in January. Maxus Hong Kong is still the media agency partner for the client.
Timothy Chan and Ming Chan, the creative duo who created PrimeCredit’s classic 'Twins brothers’ ad campaign while at Grey Hong Kong, moved to DraftFCB Hong Kong in March from JWT Hong Kong.
According to adamGo, PrimeCredit's monitored media adspend in 2010 was US$1.4 million.
