Sun Hung Kai Properties calls creative pitch for new shopping mall in Guangzhou

Three agencies are tipped to be invited to join this pitch: JWT, DraftFCB, and Euro RSCG. Agencies attended the pitch presentation yesterday and today, and the result is expected this month.

Construction of the shopping mall has not yet started.

A source close to the client said SHK wants to position the new mall as different from any of the SHK malls in Hong Kong or elsewhere in the region.

“As Guangzhou is so close to Hong Kong, if people in Guangzhou feel that the shopping mall is a replicate of the malls in Hong Kong, they would rather go to Hong Kong and do the shopping there,” the source said.

Publicis Groupe has handled quite a few previous SHK residential projects in China, but was not invited to this pitch. In February 2011, for example, SHK handed a high-end residential property project in Dongguan to Leo Burnett China. 

SHK Properties had a portfolio of over 10 million sq ft of shopping centres and retail shops as of 30 June 2011, and is one of the largest shopping centre networks in Hong Kong. Most of the malls in the city are in prime areas, including IFC Mall, apm and New Town Plaza.