David Blecken
Nov 18, 2010

Platinum Guild picks BBDO to build China business

SHANGHAI – The Platinum Guild International (PGI) has appointed BBDO to handle its creative duties in China, following a pitch that also included TBWA and Sapientnitro.

Chinese actress Zhang Ziyi is the brand ambassador for Platinum Guild
Chinese actress Zhang Ziyi is the brand ambassador for Platinum Guild

Carol Potter, CEO at BBDO in China confirmed the appointment.

The account is reported to be worth around US$15 million.
The Platinum Guild is looking to build its presence in what is already its biggest market, accounting for 65 per cent of global business.
Having previously worked with local agency AEIOU, the organisation is reportedly looking to become more active in the digital space. This is believed to have been a key factor in the pitch. The organisation currently features Zhang Ziyi as its spokesperson.

Work on the new account is expected to begin immediately, with a new campaign set to roll out over the next three to four months.
The pitch was managed by R3 and also involved TBWA Greater China. The pitch was managed by R3. TBWA Greater China group president Ian Thubron expressed disappointment at not having been selected to handle the account, but extended congratulations to BBDO.

Based in the UK, the Platinum Guild International is funded by platinum producers and refiners, and aims to promote the platinum industry worldwide.

Campaign China

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