Until now, brand communication was handled internally but according to Kate Yang, head of the brand design team at FED, the company is now aiming to “take a more professional and global approach to building our brand, from our debut in Asia to Europe, USA and all over the world”.
M&C Saatchi was appointed following several rounds of strategic presentations involving other agencies. FED (Fashion. Exclusive, Design) is part of the Sunny Group, established in 1974 in Taiwan.
President & CEO, M&C Saatchi Asia, Kim Walker (pictured) said, “It’s a perfect opportunity for us to grow internationally with a high quality, China brand. We’re already discussing these growth plans”.
