Saatchi & Saatchi has been appointed by Sands China, the US-based casino and resort, as creative agency to serve its properties in Macao Cotai Strip for mainland China, Hong Kong and Macao.
A total of 10 agencies were involved in the pitch, while Grey and Ogilvy enlisted in the final round.
The creative duties will cover Sands' flagship Venetian and Sands Macao resorts as well as further shops, entertainment holdings and hotels on the Cotai Strip, including brands such as the Four Seasons, Conrad, Sheraton, Holiday Inn, and Parisian, a new resort that will offer 5, 000 rooms and a replica of the Eiffel Tower.
According to a recent media report, the account is believed to be worth US$50 million, industry insiders expect this to be the largest–scale contract in the Greater China region for the year. The presentation team from Saatchi & Saatchi set a new industry record with 130 members.
The team from Saatchi & Saatchi Shanghai, Guangzhou and Hong Kong offices arrived at the presentation meeting in black t-shirts with gold text that read, "Sands Macao and Saatchi & Saatchi – One Team One Dream, Nothing is Impossible."
"As a team Saatchi & Saatchi has exhibited great cohesiveness. They have shown us deep knowledge of our target audience and out of the box creative activation for our marketing needs which are what we are looking for in our partnership... very exciting indeed.” Said Chuanda Tan, executive creative director of advertising & brand management Sands China .
Saatchi & Saatchi Greater China CEO Michael Lee said: "This has been an unparalleled journey for us and has given us the opportunity to present the pinnacle of Saatchi's creative and strategic abilities as well as our team's unbridled passion to the client," he said.
"We demonstrated and proved our commitment to this highly valued client through our every action. We are filled with gratitude for their faith in us as well as with excitement to begin this partnership.
“I am exceptionally proud of our team's work on this pitch. Our successful journey to Macao is a testament to the spirit of Saatchi & Saatchi One Team One Dream."