HONG KONG: Burson-Marsteller, Ogilvy PR and Hill and Knowlton have
pitched for one of the biggest government accounts of the year in Hong
Kong for the launch of the Mandatory Provident Fund.
Eleven agencies pitched last week for the ’six-figure’ budget launch of
the new scheme which will radically alter the way the working population
prepares for retirement.
The Mandatory Provident Fund Schemes Authority (MPFSA), a government
body, said the successful agency would have a track record with
government and financial campaigns on a massive scale.
The marketing mix of the campaign, however, remains in the balance as
the MPFSA is unclear on whether PR or advertising should lead the
PR agencies partnering with advertising firms, such as Ogilvy PR, are
believed to be favoured.
Under the new retirement scheme, almost all of Hong Kong’s 3.4 million
workforce is required to make contributions to a retirement management
system. Only a third of the workforce has any form of retirement plan at
The retained agency will run the campaign for 18 months and will provide
above-the-line campaign support and provide ongoing campaign evaluation.