It is the first time the client has appointed a media agency partner. In the past, media planning and buying were done in-house.
Freda Lee, head of group marketing and communications at Fairton International Group, said, “We have known Group M folks for a while, as our company’s media billing is getting bigger, we need a professional media agency for some industry insights and for some breakthrough.”
“Our biggest challenge is that many luxury brands often have quite conventional media executions, and mostly in print. If everyone is doing the same, it would become even more competitive,” she added.
"We are very pleased that Fairton sees the good value of riding on our expertise and clout to optimise media channel investment for the group's wide portfolio of luxury brands,” said Cecilia Chan, MD of MediaCom Hong Kong.
“We hope to help the client fully maximise their media budgets and the client has the ambition to look into more savvy media channels.”
Mediacom has previously worked on the Bulgari account. Its current luxury client media porfolio includes Escada, Four Seasons Place and Lladro.
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