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FCB lands Prudential’s regional creative account, reopens Hong Kong operation

2016/2/23 13:25:2101246


Two years after closing its doors, FCB has resumed operation in Hong Kong, interestingly enough at its old location at Taikoo Place in Quarry Bay.

Currently consisting of four to five people, the Hong Kong office is led by general manager Jocelyn Tse, who joined from Ogilvy & Mather Hong Kong where she was planning director. Prior to that she was associate planning director at TBWA Shanghai.

FCB’s Hong Kong operation resumes after winning a deal with Prudential to manage its regional creative business out of Hong Kong, responsible for the British insurers regional projects across Asia Pacific.

Prudential Hong Kong’s creative business remains with incumbent agency Ogilvy & Mather Hong Kong.

Since Carter Murray joined FCB as global CEO in 2013 the agency has been restructuring  its operation. Edward Bell joined as Greater China CEO in 2014 and soon after a major rebrand saw the Draftfcb name simplified to FCB (Foote, Cone & Belding).

“Since then the group has always had the ambition to resume Hong Kong operations,” Tse told Marketing. “The time has now come following Prudential Hong Kong business win, which means a local management team is needed.”

Apart from the core Prudential business, the Hong Kong team has also taken up a handful of accounts from the agency’s global alignment including Mondelēz, Nivea and Levi’s.

“On top of traditional solutions, we’ll move towards non-traditional touch points which involve digital CRM and big data to catch up to changes in consumer behaviour.”

FCB Hong Kong’s first branding campaign for Prudential launched yesterday (Monday 22 Feb) starting in Singapore. Tse added the campaign would reach Thailand and Malaysia in the near future.
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