The agency, which previously worked on Hutchison's 3, beat three-year incumbent CTWCM, as well as Grey Global Group and Euro RSCG for the estimated US$3.1 million brief.
CTWCM, the agency set up by BBDO's former creative chiefs Paul Chan and KC Tsang, had spearheaded Sunday's creative direction since 1998, about a year after it launched. Back then, Sunday was seen as an upstart operator with little future when stacked against bigger rivals. The brand used irreverent images and a brash approach to become one of the city's best-known brands in five years.
However, since then, the brand has stagnated while competition has intensified.
A spokesperson for Sunday said TBWA and Tequila would build on Sunday's distinctive personality as it rolls out 3G and expands its multimedia services. She noted that over the last two years, Sunday had used a market segmentation approach, target- ing the youth, corporations and ethnic minorities.
"With the new appointment we will review the brand positioning," the spokesperson added.