A Pitch to Remember - December 2007

Richard Tsang

Chairman and managing director

Strategic Public Relations Group

Who was the client?

The Hong Kong Deposit Protection Board (HKDPB)

What was the brief?
To draw public attention to the commencement of the Deposit Protection Scheme (DPS). DPS is a key building block of the financial safety net in Hong Kong and provides protection of up to HK$100,000 per depositor per bank.

What made the pitch so interesting?
Over 40 PR and advertising agencies from local and international origins were invited to the pitch. It would be a three-year retainer, and the appointed PR consultancy would be responsible for overseeing the above-the-line part, which is quite an unusual arrangement.

How did you pull off the process?
The launch of DPS went through a decade of public and industry consultation. We had to analyse files and press cuttings from 10 years ago to understand the different viewpoints presented by academia, legislators and bankers to formulate our strategies.

Who was there?
The chairman and board members of the HKDPB.

How did you create the buzz?
We named the communications strategy CASCADE, meaning Confidence in and Stability of the banking system is achieved through crisis anticipation, opinion leaders outreach, industry communications, and mass education.

What made the pitch succeed?
Our strong local insights as well as track record in financial and public affairs. We needed to demonstrate to the board our understanding of the DPS ordinance and also knowing how to explain the ordinance to the man in the street!

What were the clients metrics on success?
I believe they were looking at a mix of knowledge, relevant experience in serving financial institutions and public bodies, plus branding and consumer education experience.

What were the results?
SPRG was awarded the assignment with DraftFCB working on the above-the-line part.

Is there anything you could have done better?
Can't think of any!

Why was this a pitch to remember?
It was a truly 360 degrees exercise. We pulled in DraftFCB and also work closely with Dr CK Lo for high level public affairs advice.