The store has previously employed various agencies, including Leo Burnett, on a project basis. Burnett secured the business without a pitch.
According to Burnett Taipei EVP AP Lin, SKM is looking for an agency partner that can offer more interesting integrated retail marketing campaigns and branding solutions, rather than conventional tactical promotions.
According to Burnett Taipei EVP AP Lin, SKM is looking for an agency partner that can offer more interesting integrated retail marketing campaigns and branding solutions, rather than conventional tactical promotions.
“The bottom line is to attract more visitors and spend at the stores,” said Lin.
“The retail industry is facing more challenges with the current economic climate, and is under more pressure in getting short-term profits than investing more time and effort in brand building.”
Lin added that department stores in Taiwan seldom employ advertising agencies.
“The retail marketing language is very different from other FMCG categories,” said Lin.
“They want instant response from their retail communications.’
The first campaign is expected to roll out in May to coincide with the Mother’s Day shopping season.
Founded in 1991, SKM is the number one department store in Taiwan in terms of market share, ahead of second-ranked Sogo, which is considerably smaller.
“The retail industry is facing more challenges with the current economic climate, and is under more pressure in getting short-term profits than investing more time and effort in brand building.”
Lin added that department stores in Taiwan seldom employ advertising agencies.
“The retail marketing language is very different from other FMCG categories,” said Lin.
“They want instant response from their retail communications.’
The first campaign is expected to roll out in May to coincide with the Mother’s Day shopping season.
Founded in 1991, SKM is the number one department store in Taiwan in terms of market share, ahead of second-ranked Sogo, which is considerably smaller.
