CIGNA & CMC is a joint venture between CIGNA, a global health service company, and China Merchant Bank.
Following the win, Bates 141 Shanghai produced a TV commercial starring a local celebrity for the company's cancer prevention insurance product airing in August.
“The TVC features the company's sales representatives in a call for action,” said Josephine Tsai, MD of Bates 141. “This kind of direct response TVC is common in other markers, but very new in China.”
Bates 141 Taiwan has relevant experience in doing direct marketing campaigns, which Tsai said was part of the reason the client invited them to join the pitch.
The TVC is currently running in some provinces to test the market. If responses are good, the agency plans to fine tune the message and extend the campaign to other parts of the country.
Bates 141 Shanghai wins CIGNA & CMC creative account in China
SHANGHAI - Following a three-way pitch, Bates141 Shanghai has won the creative duties for Guangdong-based CIGNA & CMC, the agency announced.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
Just Published
Timeline of a mega-merger: The origins of Omnicom ...
See the full timeline of advertising's new powerhouse merger here.
40 Under 40 2024: Neel Chhaya, DDB Group
A people-first leader, Chhaya has been instrumental in fuelling DDB Group’s client growth, reshaping service delivery, and fostering a culture of inclusivity.
Leo Burnett and OMD lead Agency of the Year APAC awards
Publicis Groupe led in creativity, PR, and culture, with OMD dominating media.
Special Group dominates at ANZ's Agency of the Year
Special and Howatson+Company were the only agencies to win more than one Gold on the night, but The Monkeys scooped the coveted Gold for Australia Creative Agency of the Year.