Meters/bonwe pitches its creative business for jeans launch

Ogilvy & Mather is believed to be involved in the pitch, alongside incumbent agency Leo Burnett. Both agencies declined to comment. The result is expected to be announced in mid-July.

The brief from Meters/bonwe is to launch the new promotion on the MJeans line. This project follows the brand's major launch of T-shirts line MTEE in March.

A source close to the pitch assumes the account is worth US$1.5 million. The scope includes above-the-line, digital and events developments.

Headquartered in Shanghai, Meters/bonwe currently operates more than 1,800 stores in China. The brand has been well-known for appointing Jay Chou, one of the biggest pop stars in Asia, as its ambassador. The company also signed with DreamWorks in March 2010 to carry flagship characters like Kung Fu Panda, Madagascar and Transformers in its fashion line.

The company's subsidiary brand Me&City has been endorsed by international star Orlando Bloom and super model Agyness Deyn since the beginning of this year.