Dah Sing Financial Group transfers HK media account from OMD to PHD

OMD had handled Dah Sing Bank’s media account since 2004. PHD Hong Kong won the business after a three-way pitch, which also involved MPG, in May.

PHD Hong Kong will handle the media account for Dah Sing Life and the Dah Sing banking business under the Dah Sing Financial Group.

Camille Tam, head of marketing and alternative distribution of Dah Sing Life Assurance, commented that PHD had brought along many new concepts and media solutions during the pitch process, which were in tune with its branding postioning.

"Their enthusiasm is very much heart-felt, we hope to enhance our new 'Can do - Hong Kong spirit' marketing platform with them," Tam said.

PHD has already started working on the new campaign for Dah Sun Life which has enlisted two home-grown celebrities as its new brand ambassadors. The group will be endorsed by 21-year-old Mag Lam, who won the winner of TVB's 'The Voice' singing contest last year, and world champion racing cyclist Wong Kam-po.

The new ad campaign featuring Lam, who will also sing the commerical jingle, will be out from 4 August.

The client has been using local shop Crimson Advertising as creative partner for Dah Sing Life, whereas DraftFCB Hong Kong is handling the Dah Sing banking’s creative account. This pitch did not include the creative agency side.

Meanwhile, Dah Sing Bank has given its CMI loan product's online project to Media Contacts, the digital arm of Havas Media.

The Dah Sing Group is a leading financial services group in Hong Kong, active in banking, insurance, and other financial services.The monitored media adspend of Dah Sing Bank in 2010 was US$15.4 million.

Reported this month, PHD also won another home-grown causal wear brand, Esprit.