Star River picks McCann Guangzhou

Guangzhou - Star River Property has appointed McCann Ericsson Guangzhou to provide creative, brand strategy, sales and events planning.

The agency won Star's business in a pitch against four other agencies that included Leo Burnett Guangzhou, Guangdong Province Advertising and two local agencies.

McCann took a consumer-angle strategy to develop an "engagement plan" that featured the functional benefits, target consumers' life attitudes and experiential aspirations to win the business.

Star River was founded in 1994 and has since become a high-end apartment that will roll out new developments in Shanghai, Beijing and Taiyuan this year.