The scope of creative duties will cover Sands' flagship Venetian and Sands Macao resorts as well as shops, entertainment properties and hotels on the Cotai Strip, including the Four Seasons, Conrad, Sheraton, Holiday Inn, and the new Parisian resort that will offer 5,000 rooms and a replica of the Eiffel Tower.
According to industry insiders, the account is believed to be worth US$50 million—the largest contract in the Greater China region for the year. The presentation team from the Saatchi & Saatchi Shanghai, Guangzhou and Hong Kong offices may have set a new industry record with 130 members, according to the agency. Incumbent Ogilvy & Mather has held the account for the past seven years.
"As a team Saatchi & Saatchi has exhibited great cohesiveness," said Chuanda Tan, executive creative director of advertising & brand management at Sands China. "They have shown us deep knowledge of our target audience and out-of-the-box creative activation ideas for our marketing needs, which are what we are looking for in our partnership.”
Saatchi & Saatchi Greater China CEO Michael Lee expressed pride in the team's achievement, but declined to confirm the value of the account. "This has been an unparalleled journey for us," he said.