SHANGHAI Japanese sports apparel brand Mizuno has handed its US$3 million creative account to Zou China, a marketing agency specialising in sport, after a competitive pitch including Red Wasabi and Nitro China.
The decision finalises the brand's roster, after it earlier tapped GroupM agency Maxus to handle its media
account (Media, 21 September), a piece of business which is also thought to be worth approximately $3 million in billings.
The review is part of the brand's plans to gear up its operations ahead of the coming Olympic Games.
Zou Marketing, which has previously worked on a number of sport-focused brands including the NFL and the China Basketball Association, will take the lead on creative and brand communications strategy.
Mizuno, which competes mainly with Reebok and Puma in China, already boasts a strong presence through more than 700 company-owned and franchised outlets, and there are plans to boost outlets to more than 1,500 by the end of 2008.
According to Mizuno marketing director Charlie Xu, retail distribution was the first phase, but the brand's communications needs have evolved, with the current communications strategy being developed including traditional above-the-line work, retail, public relations and events.
"Basically we've been here for the past 10 years, and our investment so far has been very retail-driven,"Xu said.
"What we want to do is be more focused, more developed, and push our brand awareness and image."
With both agencies expected to handle the business until after the Olympics, Xu noted that 2007 would be a critical 12 months for the mainland market as a whole.
"Right now the China sports market is growing very fast, and the challenge is to set a good position after the Olympics, but to do this, we have to develop a good position before the Games,"he added.
According to Xu, the first creative work for Mizuno is expected to begin rolling out by the end of Q1, 2008.
Mizuno is the leader in its home market of Japan, with some estimations placing its market share at 60 per cent, with an annual turnover of $1.3 billion.
