Ketchum Newscan was the incumbent. Adrian Peh, vice-president of the consumer practice in Shanghai of Weber Shandwick, worked on the Ecco account at Ketchum in 2007.
The brief calls for Weber Shandwick to manage media relations around consumer product launches in support of Ecco’s global ‘My world, my style, my Ecco’ campaign, which aims to position the brand’s footwear on the basis of individual comfort and style.
Mellisa Lim, marketing manager for Ecco China said: “Weber Shandwick’s advocacy strategy was well-delivered via identifying respected key opinion leaders, other than celebrities, to communicate quality messages through relevant channels.”
“The campaign stresses that people must choose their own personal style that they feel comfortable with and that gives them confidence. It’s a message we believe advocates will latch on to,” said Peh.
Ecco entered the China market 10 years ago and now has over 400 stores; its most recent and largest store opened in Chongqing last weekend.
Ecco competes with other comfy shoe brands like Clarks and Geox.
The client uses a local media agency in China.
The brief calls for Weber Shandwick to manage media relations around consumer product launches in support of Ecco’s global ‘My world, my style, my Ecco’ campaign, which aims to position the brand’s footwear on the basis of individual comfort and style.
Mellisa Lim, marketing manager for Ecco China said: “Weber Shandwick’s advocacy strategy was well-delivered via identifying respected key opinion leaders, other than celebrities, to communicate quality messages through relevant channels.”
“The campaign stresses that people must choose their own personal style that they feel comfortable with and that gives them confidence. It’s a message we believe advocates will latch on to,” said Peh.
Ecco entered the China market 10 years ago and now has over 400 stores; its most recent and largest store opened in Chongqing last weekend.
Ecco competes with other comfy shoe brands like Clarks and Geox.
The client uses a local media agency in China.
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