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Grey Group wins Citic, Haier digital briefs
by Benjamin Li
20-Oct-09, 12:26
SHANGHAI - Grey Shanghai has been appointed to the creative account for Citic Pacific Shenzhou Peninsula resort on Hainan isalnd, while G2 China has scooped whitegoods manufacturer Haier’s digital business on the mainland.
Citic Pacific has appointed Grey Shanghai as its AOR to handle advertising and promotions for Shenzhou Peninsula, a brand new resort development located in Hainan Island.
Grey won the business after a credential pitch against Ogilvy Shanghai and one other non-disclosed 4As agency. The Brand Union previously worked on the initial brand strategy. The client was understood to be looking for a China-based agency. Grey's experience in the property market includes eight years working for China Vanke, one of the largest residential real estate developers in China.
The first stage of the development includes a golf course. The reminder of the hotel's facilities are scheduled to be completed by end of 2010.
Bernard Wong, GM of Grey Shanghai said: “Our immediate task is to drum up the new resort in Hainan as a hot travel destination with world-class facilities and lure our target audiences to holiday closer to China.”
The Grey team will initially develop a teaser image campaign early next year, with the full-blown advertising campaign kicking off in 2011. The client has also indicated it will be looking for a media agency.
Meanwhile, G2 won the account to revamp Haier’s global website after a pitch against four to five digital agencies and companies. IBM and the incumbent agency Agenda are believed to have been among these.
Tony Ip, MD of G2 China and Hong Kong said: "We believe our G2 network offers a good balance of technology, communications know-how and the ability to turn data into improving efficiency and ROI.”
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