Hong Kong Disneyland has appointed independent agency Anonymous and Cheil to lead creative duties in Hong Kong.
Anonymous, a creative startup founded by former Ogilvy and M&C Saatchi ECDs Simon Handford and Sandy Chan in November 2013, will work with Cheil on campaigns and strategy, with the breakdown of work between both agencies varying on a case-by-case basis.
Anonymous was the creative agency behind the Summer Playtime campaign for Hong Kong Disneyland Resort launched in July.
Disney is believed to have shortlisted several agencies for its Hong Kong business including Saatchi & Saatchi.
And while you could assume that a small outfit like Anonymous would be the underdog in a pitch against bigger agencies, Sandy Chan added this was not the case for the Hong Kong Disneyland.
“The win proves our model has potential,” she said.
“Big agency presentations are often fragmented, dull and repetitive, or worse – contradictory, no matter how much they practice. We can have fun.”
Jenkin Ho, director of marketing at Hong Kong Disneyland Resort, told Marketing the resort was always looking for new and different perspectives.
“Hong Kong Disneyland Resort is constantly looking for new and creative ways to do marketing in the fast-changing environment,” Ho said.
Ho added that Disney has adopted an integrated approach, with a view to promoting innovation and excellence in communication strategies and executions.
“The Resort has an experienced in-house team to understand the consumer insights in deep sense and formulate integrated marketing communications strategies for different markets.
“We have at the same time engaged agencies’ support as an integral part of our marketing strategies, as it helps provide new and different perspectives along the process.”