The brand for kids’ crayons, paint, markers, colored pencils and chalk has tasked VML IM2.0 to provide digital strategy, creative services, media planning and buying, social media marketing, and e-commerce operations.
Kelly Tung, the company's VP and general manager of Asia, confirmed the win in a press release. VML IM2.0 for its part claims the account is the agency’s most integrated client mandate to date.
OgilvyOne China, which was the incumbent, noted in a blog posting during its agency tenure that one of the struggles for the brand in China is the “increasing creative limits” the country’s children face on a daily basis. In a society rocketing toward becoming the world's largest economy, that’s an insight that could prove useful to the new agency as well.
The US-based brand has 99 per cent name recognition on its home turf but in China, it’s a relatively young brand in a niche, low-margin category, again according to Ogilvy's findings when it held the account.
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