Benjamin Li
Jul 26, 2010

Bates141 Shanghai wins Green Court Property branding assignment

SHANGHAI - Bates141 Shanghai has won the branding account for Green Court Property, marking their sixth property account win over the past year. Its previous wins include Li Fung Group, Ming Yuan and Vanke.

Green Court
Green Court

It is the first time Green Court has been engaged with a 4A agency for branding. The Shanghai-based company was established a decade ago, with properties mainly on the outskirts of Shanghai, and like many other property companies in China, seldom spends money on branding.

"One of the visions of the owner is to provide a greener environment and good quality of life even to lower-end households, hence they are investing money in branding rather than just selling properties," said Josephine Tsai, MD of Bates141 Shanghai, whose team went through a series of interviews with other local and 4A agencies over three months ago.

She added that her key management team all have extensive experience in property advertising accounts and understand the tempo, mindset and "speak the same language" as property owners.

The scope of duties include brand positioning and brand campaigns which would take at least eight months to complete. The initial branding is in print, but Tsai said making internal video for educating their staff is the next important task.

Source:
Campaign China

Related Articles

Just Published

1 day ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

1 day ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

1 day ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

1 day ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.