Equinox of ZenithOptimedia scoops China Merchant Bank credit card business

by Benjamin Li 8-Feb-10, 12:27

SHANGHAI - Equinox of ZenithOptimedia has won the traditional media planning and buying account for China's leading credit card issuer China Merchant Bank. The appointment is effective from 1 March.

The pitch took place in early January and agencies included were MEC and Starcom MediaVest Group. Mediacom, the incumbent, did not participate.

Steven Chang, Greater China CEO of ZenithOptimedia, said: “CMB Credit Card has an excellent reputation with Chinese consumers as a pioneering and innovative brand. We are really looking forward to working together with them to create ground-breaking marketing campaigns.”

Wee Ching Ian, MD of Equinox, added: “An integrated, strategic approach to media that amplifies the CMB brand promise amongst consumers provided us with the winning edge”.

Equinox previously worked with Guangdong Development Bank.

China Merchant Bank is headquartered in Shenzhen with its credit card business based in Shanghai. The client does not work with fixed creative agencies, but tends to use boutique creative shops on a project basis.

Last September, the Equinox team also won the Royal Caribbean International's media account in China.

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Equinox of ZenithOptimedia scoops China Merchant Bank credit card business

by Benjamin Li 8-Feb-10, 12:27

24 - 25 March 2010

5 - 7 May 2010