TBWA fought off competition from incumbent Dentsu-affiliated local agency Phoenix Communications, Grape, Comacom, and Welcomm Publicis in the initial stages, proceeding to beat Oricom, in the final round.
SK Gas is reportedly seeking a new approach to raise brand awareness in Korea. Woong-Hyun Park, head of creative at TBWA Korea, commented that last year’s campaign by Phoenix had lacked impact, its poor execution failing to create an emotional connection with the public.
SK Gas is reportedly seeking a new approach to raise brand awareness in Korea. Woong-Hyun Park, head of creative at TBWA Korea, commented that last year’s campaign by Phoenix had lacked impact, its poor execution failing to create an emotional connection with the public.
Park added that SK Gas wanted “hegemony of communication”, noting that although it was the market leader, its communication required improvement.
SK’s main rivals in the Korean petroleum industry are GS Gas and S Oil.
