Benjamin Li
Apr 7, 2010

McCann Erickson Guangzhou appointed to Shenzhen Development Bank creative account

GUANGZHOU - Shenzhen Development Bank (SDB) has shifted its creative account from Publicis Guangzhou to McCann Erickson Guangzhou following a competitive pitch that involved a mix of local and 4A agencies.

Shenzhen Development Bank
Shenzhen Development Bank
Previously, the incumbent Publicis Guangzhou worked on advertising for the bank’s retail banking and credit card business only. The client did not have an agency to work on its corporate image and corporate banking.

SDB has now aligned its corporate banking, retail banking and credit card services to McCann Erickson Guangzhou. The agency will lead overall brand strategy, communications planning and core creative work development across these core SDB businesses.

James Yang, VP of McCann Guangzhou, said: “Unlike the "big four" (the Industrial and Commercial Bank of China, the Bank of China, the China Construction Bank, and the Agricultural Bank of China) which have a closer relationship with the Government and big corporations, SDB has a strong focus in the B2B sector and more innovative small-and medium enterprises. It is in more direct competition with counterparts like China Merchant Bank.”

MediaCom Beijing won the media pitch earlier this year. Apart from the TVC, OOH and print ad campaign, the client will also invest more of its media spend on online and events to reach out its 25 to 45 year-old target audience.

Shenzhen Development Bank, with its headquarters in Shenzhen, is the first joint-stock owned company listed on Shenzhen Stock Exchange, and has 302 branches and sub-branches in 20 major cities across China.

McCann Guangzhou’s previous financial client credentials included Guangdong Development Bank, Ping An Insurance Group and Ping An Credit Card.
Source:
Campaign China

Related Articles

Just Published

8 hours ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

8 hours ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

10 hours ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

10 hours ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.