INTERNATIONAL: Ludgate chosen for Hong Kong exchanges merger

HONG KONG: Ludgate Asia has won a competitive pitch to handle corporate PR for the Hong Kong futures exchange, which is set to merge with the Hong Kong stock exchange later this year.

HONG KONG: Ludgate Asia has won a competitive pitch to handle

corporate PR for the Hong Kong futures exchange, which is set to merge

with the Hong Kong stock exchange later this year.



As well as its pending merger, the futures exchange is converting from

an open out-cry trading floor to a screen-based electronic system.



Ludgate begins work this month on an open-ended retainer basis. It has

been briefed to communicate the changes facing the exchange to its

member companies, government regulators, private investors and the

international financial community.



The Hong Kong futures exchange previously employed Forrest International

for its PR. Ludgate Asia handled a perceptions audit project for the

exchange which ended earlier this year.



Ludgate’s account will be led by associate director Nick Footit. He will

report to Hong Kong futures exchange marketing and member services

director, Royce Yuen.



Ludgate Asia CEO Martin Spurrier, who will work on the account team,

described the exchange as: ’one of Ludgate Asia’s top three

accounts’.



The Hong Kong government announced its decision to merge the futures

exchange and the stock exchange last month. The proposals will be voted

on by members, which include international trading houses like Merrill

Lynch, this autumn.



Meanwhile, the futures exchange transferred the first tranche of its

products to the electronic trading system earlier this month.



The bulk of its trade is in Hang Seng Index futures and options, a

product which will go electronic later this year.



P Hong Kong supermarket chain Wellcome has appointed Ludgate Asia to

handle its corporate PR as it refocuses its activities towards fresh

produce.



Wellcome is the largest supermarket chain on the island, with around 200

stores.



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