The KCRC win follows a strategic, creative, media and marketing services pitch against incumbent Ogilvy & Mather Worldwide, and covers all of the KCRC's key businesses, namely Corporate, East Rail, West Rail, East Rail Extensions, Light Rail as well as Intercity Passenger Services.
"We won the business on our integrated approach across all disciplines. Both Leo Burnett and Starcom clearly demonstrated their capacity to 'go beyond the brief' to formulate a total marketing and communication solution that encompasses all advertising mediums," says Dennis Wong, managing director of Leo Burnett Greater China in Hong Kong.
A leading public utility brand, KCRC is entering into a period of network expansion, namely through building up operations on the West Rail and the East Rail extensions, which will eventually link urban Kowloon and the New Territories inside Hong Kong.
Copyright January 2000, Crain Communications Inc.