Puma adds Proximity China as digital AOR in China

Douglas Lin, the agency's managing director, says the new leadership team, installed in mid-April 2011, is off to a quick start. “It’s always good to win new business – but it’s even better when it is with a great brand and partner like Puma.”

The assignment sees Proximity assuming duties as the digital creative agency-of-record locally, including development of global initiatives from within China.

Puma does not have an incumbent digital agency in China.

“China is obviously a priority market for Puma," Stephanie Tham, Puma China’s head of marketing said. "We see Proximity as the ideal partner based on its combination of local market knowledge and global brand experience.” 

Lin says that while in other markets in America and Europe, Puma is already a famous sport fashion brand, its history and heritage are not perceived as strongly in China. Rather, markets there are dominated by Nike, Adidas and many home-grown sports brands. This gives strong potential for growth for a well-directed campaign.

Carol Potter, president and CEO of BBDO Proximity Greater China, added, "Scoring this awesome win so quickly is a testament to the team we have assembled and the focus and investment we have put on our digital and integrated offering.”

The Puma Group owns the brands Puma, Cobra Golf and Tretorn, and has featured collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi.