Waggener Edstrom becomes first Greater China media AOR for Kowloon Watch Company

Adrian Lau, account director who leads the consumer practice at the agency, won the pitch in April over multiple undisclosed agencies.

It is the first time KWC has outsourced its communications. The brand is looking at additional means to engage consumers, especially on the digital front.

"We celebrate our 60th anniversary this year," said Dr. Wong Kam Shing, managing director. "We required a partner that could help us build on this tradition whilst leveraging new communication platforms and reaching out to a wider target audience, outside of Hong Kong.”

Waggener Edstrom's scope of services ranges from digital influence strategy to storytelling, content creation, media engagement and event management, as well as establishing social-media presence across platforms such as Sina Weibo.

With 13 branches in Hong Kong, KWC aims to further harness the strong spending power of tourists from mainland China, and the company also has plans to expand its retail presence into China.

This win builds on Waggener Edstrom's consumer practice in Hong Kong, including brands such as Samsonite, 7-Eleven, one2free, 1O1O, ZUJI, Chow Tai Fook, Hong Kong Jockey Club, HTC and Skagen.