HONG KONG: The Hong Kong Government has appointed Burson-Marsteller
for a pounds 1 million global campaign to rebrand the city.
Seven agencies pitched for the account last year including finalists
Shandwick and Forrest International.
Shandwick is understood to have been forced out of the pitch because of
client conflict. One of Shandwick’s US subsidiaries, the
recently-acquired Cassidy and Associates, handles work for the Taiwan
Research Institute, which has close links with the Taiwanese government,
which is on poor terms with Beijing.
Ian McCabe, Asia-Pacific chairman of B-M’s public affairs practice, will
lead the account from Hong Kong. He will report to Hong Kong government
information co-ordinator Stephen Lam.
B-M’s brief is to reposition the city as a key Asian business hub in
North America, Europe and Asia.
The appointment of a PR agency was stalled for nine months after
opposition from various levels in the Legislative Council, Hong Kong’s
Edited by Gidon Freeman.