McCann Erickson Guangzhou appointed to Shenzhen Development Bank creative account

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.