BBDO/Proximity Beijing snaps up Kappa project in China

Oliver Xu, MD of BBDO/Proximity Beijing, stated that the ageny's understanding of Kappa’s business and creative style would help the client build on its marketing slogan: 'We are one'.

Xu added that Kappa does not directly compete with other major sports brands like adidas and Li Ning in China, but more in the sports fashion category with Puma and Lotto, “Kappa does not really emphasise sports performance, but rather enjoying sports in a fashionable way, hence sports and fashion as one.”

The agency’s first campaign for Kappa will be a nationwide TVC targeting trendy urban youngsters.

David Lin, ECD of DDB Guoan, confirmed that his agency remains Kappa’s AOR in China, as it has been since 2006. Meanwhile, Ogilvy & Mather Advertising also created a print and outdoor campaign for Kappa in late 2009.

“The client has often held pitches on a project basis, " said Lin. "But DDB Guoan also won Kappa’s South Africa World Cup campaign after a pitch last December.”

Kappa entered the China market almost 10 years ago and has retail presence throughout the country.