Chow Tai Fook picks DDB

Hong Kong - Local jewelry business Chow Tai Fook has selected DDB as its creative agency, tasked to revamp the 80 year-old brand across Hong Kong, China and Taiwan.

This is the first time the company has chosen a 4A agency to strategically assist in building its brand to stand out from the competitive marketplace.

Although brand awareness for Chow Tai Fook is high, Conrad Ng, group business director for DDB, said it lacks personality. The agency will focus on building a contemporary image for the brand aimed at career women.

The challenge for DDB is to provide a consistent brand strategy across the different markets, he added.

DDB picked up the business after a pitch against two other agencies that include Bates.