The account covers all sub-brands under CSL's umbrella: 1010, which targets business professionals, and One2Free, a more affordable option for the younger demographic. The account will be headed by Jackson Kwok, OMD Hong Kong's managing director, and Caroline Chan, group business director.
According to market analyst admanGo, CSL's monitored media spend hit US$10 million last year. "The CSL brand has a very healthy position," said Kwok. "We will be looking to find new ways to connect with consumers and create new and relevant touch points."
Incumbent Maxus/MindShare relinquished the CSL account after picking up rival local telco Sunday's business. The creative account remains with Leo Burnett, which has held it since September 2002. CSL competes with Sunday, SmarTone-Vodafone, Hutchison's Orange and New World Mobility.
