Taiwan shoe retailer ASO moves creative account from Ogilvy to JWT

A JWT Taiwan spokesperson told Campaign Asia-Pacific that the agency worked on ASO’s creative account six years ago.

Ogilvy & Mather Advertising Taipei worked on the account for a year but did not take part in the pitch, according to Jennifer Tang, managing director, who added that the client has held a pitch almost every year in the past three years.

The brand uses MEC as its media agency partner.

The JWT Taipei spokesperson said ASO’s main target customers are 30-something women who prefer comfortable, quality shoes. Its competes with local brand La New, as well as many imported shoe brands sold in department stores.

The company, which just celebrated its 60th anniversary, is using three local Taiwanese celebrities, 隋棠 (Sonia Sui), 溫昇豪 (James Wen) and 謝震武 as brand ambassadors. Lo Shui-mu started ASO as a small shoeshine stall in Taipei in 1952. It now has 200 locations and is run by Lo's son Joseph Lo.  

JWT Taiwan also won 正官庄 (Korean Red Ginseng) earlier this year.