The brand-building initiative marks the first time that the company has partnered with an international agency. The campaigns for its C. Banner and E. Blan brands are expected to use a combination of TV, print, in-store and out-of-home media.
Hongguo International’s chief executive, Li Wei, commented that the decision to work with Leo Burnett had been made based on the agency’s experience in the fashion and beauty sectors.
The first campaign is expected to roll out towards the end of the year.
Based in Nanjing, Hongguo has over 900 boutiques and department store outlets in Beijing, Shanghai, and Guangzhou and across Fujian, Anhui, Shandong, Zhejiang and Jiansu provinces.
