Esprit extends media partnership with PHD in Hong Kong and China

PHD Frankfurt was appointed to handle the media planning and buying for Esprit, following a multi-stage competitive pitch process earlier this year. The incumbent on the account was independent German media agency Kemmerich Media. 



That partnership has now been extended to Hong Kong and China.  PHD's Hong Kong office has already started media booking for online, out-of-home and magazines titles, it told Campaign.

Esprit is a Hong Kong-based casual wear brand, in operation since the early 1970s. It achieved significant popularity in the 80s, but was sidelined as more global brands began scrambling for concessions in Hong Kong and China, in particular  Zara, H&M, Uniqlo, Gap, and American Eagle over the past decade.

A source close to the account says that the Esprit brand will need "a big injection to rejuvenate the brand image.”