Both accounts shifted following credentials presentations. The KBC business covers the company’s brand campaign, and was previously handled by MindShare. Universal McCann was incumbent on California Red.
“The media challenge (for KBC) is to strengthen the brand trust among the targeted high end audiences, who tend be to families with the mindset of long-term investment, so we need to choose a trustworthy medium, and terrestrial TV as a whole is the more suitable channel as it’s the quickest way to spread the brand presence to a wider audience,” said Ray Wong, MD of PHD.
“The media challenge (for KBC) is to strengthen the brand trust among the targeted high end audiences, who tend be to families with the mindset of long-term investment, so we need to choose a trustworthy medium, and terrestrial TV as a whole is the more suitable channel as it’s the quickest way to spread the brand presence to a wider audience,” said Ray Wong, MD of PHD.
KBC’s creative is handled by local agency CTWCM, while media for its financial products remains with MindShare.
For California Red, Wong noted competition is tough because of the crackdown on smoking.
“Our challenge is how to improve the karaoke market as a whole, as we are facing drastic competition from ‘upstairs bars’,” said Wong. “Many customers, particular those who smoke are lured to upstairs bars as the anti-smoking legislation only applies to them from July 2009.”
