After a final pitch between Ogilvy & Mather Shanghai and Publicis Shanghai, M&C Saatchi took over Deerway's creative business from a local incumbemt advertising company.
M&C Saatchi's China CEO Angela Hsu said Deerway wanted an international creative agency to help the Chinese sports brand enact a new communication strategy and creative execution in order to enter the global sports market.
Deerway, founded in the early 1980s in Jinjiang, was named the 212th most-valued Chinese brand in a study by World Brand Lab in June last year.
Deerway is known locally for being a manufacturer of sports apparel for tennis, mountain climbing, and sailing, but with a fashionable slant due to having Taiwanese pop idol Jay Chou as its brand spokesperson. However, it has also recently championed itself as a serious sports brand with official partnerships with the Chinese Mountaineering Association, Chinese Tennis Association, and the 29th Olympic Games Sailing Competition in Qingdao.
