According to the RFP, the Government is looking to build on the ‘Infinitely yours’ concept developed last year alongside incumbent creative agency HS Ad (formerly LG Ad). The full line-up of agencies is not known but is believed to include the incumbent Cheil Worldwide and Innocean.
The core target markets are listed as China and Japan. The Government is also looking to reach out to Taiwan, Thailand, Malaysia, the US, the UK, Australia and India, which it sees as having high growth potential.
Agencies participating in the pitch are required to present a campaign strategy taking into account events such as the G20 summit and WDC (World Design Council) 2010; tourism marketing support and sports sponsorship plans; effectiveness analysis programmes and strategies for marketing in coordination with private companies, among other things.
HS Ad is understood to have held the account for the past two years.
The core target markets are listed as China and Japan. The Government is also looking to reach out to Taiwan, Thailand, Malaysia, the US, the UK, Australia and India, which it sees as having high growth potential.
Agencies participating in the pitch are required to present a campaign strategy taking into account events such as the G20 summit and WDC (World Design Council) 2010; tourism marketing support and sports sponsorship plans; effectiveness analysis programmes and strategies for marketing in coordination with private companies, among other things.
HS Ad is understood to have held the account for the past two years.
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