DDB Hong Kong won the assignment without a pitch. DDB President-CEOfor greater China Aaron Lau says: "We have worked for Microsoft inHong Kong for more than a year on above-the-line advertising as wellas below-the-line collaterals and dot-com advertising. We also managedtheir Web site. One thing led to another and they assigned us the regional launch on a project basis.''
Separately, DDB is taking over the advertising account for Dragon Airon April 17 following a pitch against Ogilvy & Mather Worldwide, Saatchi& Saatchi, and M&C Saatchi. The Hong Kong-based regional airline's previous agency, Euro RSCG Worldwide, did not participate.
In 1999, the airline spent between $4 million and $5 million in keymarkets such as Japan, China, Taiwan and Hong Kong, where about halfof the ad budget was invested. Now Dragon Air is expanding flights intoChina and other Asian destinations with a new brand campaign due out byJune.
Copyright March 2000, Crain Communications Inc.