Seoul City reviews branding account

Cheil, Lee DDB and incumbent LG Ad are believed to be among the agencies competing for the Seoul Metropolitan Government's city branding account, worth an estimated US$30 million, following the issue of a statutory annual tender. While the complete line-up is not clear at this stage, sources close to the account have indicated that the review includes a further two to three domestic firms.According to one source, the local authorities are seeking a holistic approach to re-brand the city to overseas audiences, which will include the creation of a new, “strong and effective” slogan.The city is currently promoted under the ‘Hi Soul’ and ‘Soul of Asia’ mantras, with endorsement from Japanese novelist Ryu Murakami, US pianist George Winston, Thai photographer Anuchai Secharunputong, and Chinese director Chen Kaige.While China and Japan will reportedly remain focal markets, the Seoul City account for the coming year is also expected to target Hong Kong and Singapore, along with a number of Southeast Asian markets, Europe and the US.Presentational documents must be submitted by 2 March, with a result to be announced later the same month.