DDB Hong Kong scoops Shenzhen Avic Real Estate branding account

The new property complex in Shenzhen will include a 5-star hotel, premium offices, serviced apartments, shopping mall and residentials.

DDB won this project-based account following a pitch involving five other agencies in May, including credential presentations with several undisclosed 4A and local mainland agencies.

The agency claimed that its "international network, recent property communications experience (including the One Oasis in Macau and Harbour One in Hong Kong) and work chemistry" sealed the deal.

DDB will be responsible for Avic's brand positioning, B2B and B2C communications strategies, as well as developing marketing collaterals.

The client declined to disclose details of the new project, but boasts it will be "a huge development that is expected to turn the area in which it's located into a more vibrant and dynamic zone".

Conrad Ng, general manager for Hong Kong and Southern China at DDB, said, "The poperty market is a fast moving sector, particularly with the speedy development in China, hence we have to feel the pulse of the market on the ground, and come up with swift communications strategies that capture the market trends."

Like most mainland property clients, Avic plans to do its media planning and buying in-house.

Shenzhen Avic Real Estate was established in 1985 and listed in the China stock market in 1994.

The win follows the agency's appointment to Italian fashion brand Asobio's creative AOR in China.