Universal and DDB ink HK partnership

The alliance will look at ways to leverage Universal's content library in the context of a client's marketing plans, according to the two partners. Harry Hui, Universal's president for Southeast Asia, said the company was Hong Kong's largest music group, and has a portfolio that extends beyond music to include television shows such Wo Xing Wo produced in Shanghai, Broadway shows such as Mama Mia, the biggest-grossing Hong Kong musical Snow Wolf Lake, and mobile content. "We want to look at who's coming to town six to 12 months down the road, which would then give us time to contextualise these assets to satisfy clients' marketing plans," said Aaron Lau, DDB Asia's chairman and chief operating officer. Lau said the longer lead time would allow both sides to create promotional ideas which were more integrated for clients. As examples, these could include brand participation in upcoming musicals that go beyond the usual sponsorships to strategic tie-ins for music videos or promotions of concert tours. "We have the whole gamut of a product range to complement different age groups and demographics to drive a value proposition for clients," Hui added. Four project proposals featuring selected Universal entertainment properties have been presented to two local brands and a regional client. Both sides plan to evaluate the Hong Kong partnership over the next six months to decide whether they could extend the alliance to the rest of the region.