The agency secured the business following a credentials presentation. It previously handled the LVMH Group business for seven years.
The first campaign is for Spring/Summer, targeting the upscale consumer.
Optimedia China CEO Steven Chang said the shift occurred because a Publicis Groupe director had recently been appointed to Calvin Klein's board of directors. According to Calvin Klein policy, said Chang, the company can no longer work with Publicis Groupe.
Another source pointed out that Calvin Klein needed to work on building its presence in the China market, compared to competitors such as LV, Gucci, D&G and Versace.
The first campaign is for Spring/Summer, targeting the upscale consumer.
Optimedia China CEO Steven Chang said the shift occurred because a Publicis Groupe director had recently been appointed to Calvin Klein's board of directors. According to Calvin Klein policy, said Chang, the company can no longer work with Publicis Groupe.
Another source pointed out that Calvin Klein needed to work on building its presence in the China market, compared to competitors such as LV, Gucci, D&G and Versace.
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