UM Hong Kong wins regional media duties for VF Corporation

HONG KONG - The pitch was aimed at consolidating media planning and buying for key brands under the VF umbrella, including Wrangler, Jansport, Eastpak, Kipling, Timberland, Vans, Lee Jeans and North Face.

VF Corporation has assigned UM Hong Kong as the regional hub, with local teams servicing VF in China, Hong Kong and South Korea. The estimated spend on media for the three initial markets is US$45 million. 

Other markets will be added to UM's scope of work at a later stage. Lilian Leong, managing director of UM Hong Kong, led teams in the various markets to clinch the business.

The incumbent is understood to be a GroupM agency in some Asian markets; the client has been handling its own media in other markets.

Fabio Stefani, APAC senior director of strategy at VF Corporation, stated that this is VF’s first regional agreement with one media partner across its brand portfolio. "We aim to deliver stronger synergy, scale and efficiency in planning and executing our media in Asia’s lead markets,” he said.

Campaign Asia-Pacific has reached out to GroupM for comment.