May 6, 2008

Fila selects BBH China

SHANGHAI - Fila has handed its mainland creative account to BBH China, as the sports brand attempts to build its presence in the country.

Fila selects BBH China

The development comes after Fila China’s exclusive trademark rights were acquired by Belle International Holdings in September 2007.

“BBH China is something of a hybrid agency, with an international perspective and a strong local understanding,” said Fila China’s Jeffery Ma. “This duality is what we hope to do with Fila: build domestic awareness of an historic global brand.”

BBH will work developing the brand’s positioning strategy for print, online and in-store advertising. The first campaign, for Fila’s fall/winter collections, will debut in September.

Source:
Campaign Asia
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