Jenny Chan 陳詠欣
Aug 26, 2014

VML IM2.0 wins Crayola China account from OgilvyOne

SHANGHAI - Crayola (绘儿乐) switches its retainer-based digital marketing and e-commerce agency in China.

VML IM2.0 wins Crayola China account from OgilvyOne

The brand for kids’ crayons, paint, markers, colored pencils and chalk has tasked VML IM2.0 to provide digital strategy, creative services, media planning and buying, social media marketing, and e-commerce operations.

Kelly Tung, the company's VP and general manager of Asia, confirmed the win in a press release. VML IM2.0 for its part claims the account is the agency’s most integrated client mandate to date.

OgilvyOne China, which was the incumbent, noted in a blog posting during its agency tenure that one of the struggles for the brand in China is the “increasing creative limits” the country’s children face on a daily basis. In a society rocketing toward becoming the world's largest economy, that’s an insight that could prove useful to the new agency as well.

The US-based brand has 99 per cent name recognition on its home turf but in China, it’s a relatively young brand in a niche, low-margin category, again according to Ogilvy's findings when it held the account.


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