OMD retains Hong Kong MTR business – continues 17 year old relationship

OMD Hong Kong has successfully retained the business for the MTR Corporation, the mass-transit railway operator.  

This marks the extension of a relationship that is 17 years old. The last time the agency retained the business was three years ago, in July 2016. According to a release from OMD, the agency will: “continue to manage the integrated media communications, ensuring the continued proliferation of MTR’s key proposition, ‘Caring for life’s journey’, among its consumers.”

Speaking about the factors that helped it retain the business, the agency said: “OMD’s solid understanding of MTR’s current and future requirements from its strategic communications – as well as its proven ability to devise innovative solutions for the MTR brand while generating media efficiencies – were key factors behind the agency’s reappointment.”

The MTR Corporation’s general manager of branding and marketing Karen Woo said: “We’re delighted to be extending our successful partnership with OMD, having already accomplished so much together over the past 17 years.”

“Throughout the review, OMD once again came out on top with its solid understanding of our business objectives, challenges and requirements, as well as its unique approach on how we can conquer them.

“We are confident in our ability to continue scaling new heights together and look forward to working with the team on coming up with even better approaches for our media communications going forwards.”

OMD Hong Kong managing director Gary Wong added: “Over the past 17 years, MTR and OMD have established an incredible relationship built on collaboration and trust. We’re thrilled to be extending such a fruitful and encouraging partnership with one of our longest-standing clients.

“The retention is a true testament to the strength of the OMD product and its ability to evolve with our clients’ organisations over time, in order to keep them at the cutting edge of their industries. We look forward to collaborating with them on their continued success.”

The MTR was recently in the news for allegedly declining to run an execution from the new Cathay Pacific campaign featuring a same sex couple. The decision was later revoked.


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