Taiwanese cord-blood company Bionet calls creative pitch

Founded in 1999, Bionet is recognized as the pioneer of cord-blood banking service in Taiwan. ADK was Bionet's incumbent creative agency in Taiwan.

An undisclosed agency source who is preparing for the pitch said the company is keen for big exposure in order to capitalise on an expected baby boom this year, which is considered by many an auspicious year to give birth.

“This client's business is medium size," the source said, "but it is an important year for the baby industry."

According to The Guardian, Taiwan's birth rate was the world's lowest in 2010 at 0.89. Although the rate increased in 2011, the population is expected to start shrinking in the next 15 years. Expensive childcare and education are factors that commonly receive the blame for the low rate of births.

“The low birth rate is a serious national security threat,” Taiwanese president Ma Ying-jeou said on 19 November at Taiwan’s first national children’s forum. He added that his government has implemented a number of policies, such as maternity leave subsidies and financial support for preschool, to encourage young couples to have children.