The incumbent on the brief, Ogilvy & Mather, which created the 'Women Unlimited' campaign for the brand in June 2004, declined to pitch for the business, according to Ogilvy Hong Kong managing director Royce Yuen.
Yuen said the agency would not have participated in a competitive pitch even if it had been invited by Staccato.
The retailer plans to retain Ogilvy's 'Women Unlimited' platform, according to MK2 managing director Maurice Chan.
The creative will run with what MK2 observed as a character trait common among women of 'finding excuses to possess what she likes' as the strategy for the brand image and product campaign for the spring/summer collection, said Chan.
"Staccato is focusing on targets who are independent and confident," Chan said.
MK2 creative partner Kasey Lin, associate creative director Chau Sai Ming and associate account director Phoebe Tang will handle the assignment.The brief covers Hong Kong, but it is also expected that the creative concept will be rolled out in China.
Staccato spent HK$5.26 million (US$675,000) on advertising in 2004, according to admanGo.
Footwear retailer Staccato switches to local shop MK2
Footwear retailer Staccato has shifted its advertising account to local shop MK2 following a two-way pitch.