BOC names Euro and Havas Sports olympic agency

Beijing - Bank of China (BOC) has selected Havas' EuroRSCG China and Havas Sports as its Olympic marketing agency, tasked to develop a unified Olympic marketing strategy and promote the bank's corporate image.

BOC is the official partner of BOCOG and a sponsor of the China National Badminton Team.

Euro RSCG and Havas Sports have developed a central theme "Pursuit for Excellence" to complement BOC's sponsorship. A campaign will launch in April and include TV and print executions.

George Gallate, CEO for EuroRSCG Asia Pacific, said part of the agency's strategy in China is to work with top Chinese domestic brands.

"The Bank of China being an official Olympic sponsor makes this win twice as exciting," he said.

Victor Yeong, GM for Havas Sports China, added the agency aims to help Chinese enterprises succeed in the domestic market, and Bank of China being a great Chinese brand and an active Olympic sponsor provides great opportunities for branding.

Euro and Havas Sports won the Bank of China business in a pitch against three other 4A agencies that included incumbent Dentsu.