The national brand-building initiative marks the first time that the company has partnered with an international agency. A spokesperson for the Publicis Groupe agency explained that the decision was based on “increasingly intense competition” within the domestic fashion industry.
Hongguo International’s chief executive, Li Wei, added that Leo Burnett’s experience in the fashion and beauty sectors had made the agency an attractive choice as partner.
The pitch reportedly included a number of international agencies in Shanghai and Guangzhou.
The campaigns for its C Banner and E Blan brands are expected to use a combination of TV, print, in-store and OOH media, with initial work expected to roll out towards the end of the year.
While C Banner is a well-established premium label, the more recently introduced E Blan, launched in 2004, is positioned as a mid-range brand and is aimed predominantly at consumers in China’s third- and fourth-tier cities.
Based in Nanjing, Hongguo has more than 900 boutiques and department store outlets in Beijing, Shanghai, and Guangzhou and across several provinces, including Fujian, Anhui, and Shandong.
Hongguo partners Burnett in China
GUANGZHOU - Hongguo International Holdings, a high-end Chinese fashion and design company, has appointed Leo Burnett as its creative agency of record in a bid to raise the profile and competitiveness of two of its women's fashion footwear brands in China.
