SOUTH KOREA – Leading Korean Ginseng brand Cheong Kwan Jang has appointed PROTOCOL to handle its creative duties from March 1, 2020, following a pitch in January earlier this year.
“We’re excited to have Protocol onboard as our new agency of record. Protocol’s strength in creative concepts, storytelling, content creation and digital marketing strategy will be an asset to our local campaigns for Cheong Kwan Jang.” said Mr Felix Tan, Director, Wing Joo Loong Ginseng Hong (S) Co. Pte Ltd, the official distributor for Cheong Kwan Jang in Singapore.
“Our team is thrilled with the win. We are impressed by the brand’s willingness to explore innovative ideas and leverage the use of digital domains to reach a broader audience. We can’t wait to get started.” Kelvin Kao, Managing Director at PROTOCOL said.
Tan added, “We appreciate PROTOCOL’s proactiveness in exploring new ideas to create content and brand moments that resonate with our consumers. Through our collaboration, we hope to expand Cheong Kwan Jang’s brand presence and reach in Singapore’s market, and be able to connect deeper with local consumers.”
Established in 1899, Cheong Kwan Jang is recognised as the World’s No. 1 Ginseng Brand by Euromonitor. Last year, the brand appointed South Korean star Lee Min Ho as its global brand ambassador in bid to reach a younger demographic.
