M&C Saatchi South China scoops Times Property Group's Zhuhai real-estate creative account

The team will be in charge of the property’s advertising, event and PR, while the client will handle its media buying in-house.

The agency outperformed Publicis, Leo Burnett and Daiko in a competitive pitch in Zuhai last Feburary.

The EOLIA real-estate project is targeting young white collar workers, as well as Taiwanese and Hong Kong business communities in Zuhai.

Times Property Group’s market positioning is 'Artist of Life' in the real estate industry in Southern China.

Tony Lee (pictured), GM of M&C Saatchi Guangzhou, said: “Unlike conventional advertisements from other property companies in China, which often stress how grand and luxurous their properties are, Times Property Group opts for alternative creative and abstract executions to attract its target audience, especially those young first-time property buyers."

M&C Saatchi is a late comer in the South China market and only started its Guangzhou operation this year. Its current client portfolio includes Macau City of Dreams, Watsons and SM Mall.

Earlier this year, M&C Saatchi's Shanghai office won a branding project for Sony Handycam and Yaukult's creative account in China.