Puma China appointed Y&R as its creative agency of record until the end of 2019, in a contract finalised a week ago.
It is understood Y&R China won the business via an R3-led competitive tender process among six agencies.
The agency will be overseeing Puma’s brand strategy in China and handling creative, with a focus on digital and social activation, for the German sportswear manufacturer's full product range across sports-style and performance wear. Y&R’s scope will also include celebrity campaigns and collaboration projects.
There was no incumbent; previous marketing activity was handled by the client's internal marketing team.
“We were impressed by the Y&R team, who rather than simply pitching us a creative idea, provided us with a much more insightful and holistic approach to boosting our business in China—covering all the bases," Alex Liang, senior head of marketing for Puma China, said in a release.