Grey HK resigns from Prime Credit’s creative after more than three years

"We have worked with Prime Credit for three and a half years, and have made quite a few achievements including winning the China Effie silver award and Hong Kong Effie gold award in 2010," said Desmond Chan, GM of Grey Hong Kong, "Both the client and us felt that it is good time to look for new sparks and chemistry, and pursue new goals."

Maxus will continue as the media agency for the client. It is not yet known whether Prime Credit is calling a pitch to replace Grey.

Reported in May, Prime Credit toned down its usual humorous brand image to take a more serious look at mortgage offerings with its 'Wholeheartedly' campaign in Hong Kong.