PHD secured Hutchison's mobile and 3G briefs as well as its broadband account comprising its fixed line and IDD business, from MindShare and Maxus respectively following an early February shootout (Media, Jan 27).
Bravo Asia, Hutchison's marketing consultant, spearheaded the review. Monitored spend for the entire account has been pegged at more than HK$100 million (US$13 million). "Hutchison is looking for more creative ways to strengthen its various brands, and to encourage people to upgrade from 2.5 to 3G," said PHD's newly-appointed Hong Kong MD Ray Wong.
Bravo Asia, Hutchison's marketing consultant, spearheaded the review. Monitored spend for the entire account has been pegged at more than HK$100 million (US$13 million). "Hutchison is looking for more creative ways to strengthen its various brands, and to encourage people to upgrade from 2.5 to 3G," said PHD's newly-appointed Hong Kong MD Ray Wong.
"It has been a really good launch for us," he said, pointing to a slew of wins, including Johnnie Walker's Black and Blue brands and Vitasoy, both secured without a pitch, and Wing On Travel following a review.
Wong, who was until recently MediaWise MD, heads a planning and buying team of 18 at PHD, which includes business directors Cedric Lam and Clement Chung, who moved to the new shop in a similar role.
