ZenithOptimedia obtains Belle shoe account from incumbent Mindshare

The agency is charged with media planning and buying for the client's 10 sub-brands, taking over from incumbent agency Mindshare.

There was no formal pitch, said Ada Wong, managing director of ZenithOptimedia's Guangzhou office.

ZenithOptimedia's experience with retail and female-oriented clients in mainland China helped secure the business. Tesco and Jala are two such clients.

According to CTR's monitored adspend, Belle’s total expenditure last year was around 200 million yuan (US$33 million).

The total number of company-managed retail outlets is now more than 16,000 in Greater China.

According to data from CIIIC (China Industrial Information Issuing Center) in March, six Belle brands were among the top 10 market leaders in terms of sales in 2012.

Belle, Teenmix, Tata, Staccato, Basto, and Senda were ranked first, second, third, fourth, eighth, and ninth, respectively.