Arc wins Merrill Lynch's branding duties in Korea

Arc Worldwide Korea is charged with developing communications and creative strategies to bolster the finance giant’s reputation in the market.

The agency will further focus on Merrill Lynch’s derivatives product and launch an integrated campaign using print, OOH and digital to alter traditional consumer perceptions and educate audiences about its liquidity-providing options.

“With the rapid development of the derivatives market in Korea, we see great potential for international financial consultancies like Merrill Lynch,” said president of Leo Burnett Korea, DongWook Kim.

The news comes as financial institutions region-wide have been more active in their marketing initiatives. Earlier this month, Carat scooped the global media and planning business for Deutsche Bank following a pitch that began in October. Also in January, Doremus Hong Kong was appointed to Standard Life Asia’s creative and media accounts in the market.

In December, Standard Chartered launched a digital magazine that featured branded content. In November, American International Assurance (AIA) was set to pitch its regional media account, which came two months after Arc’s parent agency, Leo Burnett, won AIA’s creative account ahead of its initial public offering (IPO).