The forthcoming year-long project for the American denim brand will be led by Joanne Lao, managing director of TBWA Hong Kong, in collaboration with key personnel from the agency's Shanghai office.
The agency is tight-lipped about the launch date of the first creative work for the brand's milestone year of achievement, but Campaign Asia-Pacific believes it will be within the first quarter.
Vincy Ho, marketing director at Lee China, said TBWA has shown "great understanding" of the brand, especially its target audience and its heritage.
The brand did not believe Ogilvy had done enough to exploit that history during its tenure, according to industry sources.
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