Weber Shandwick China lands Ecco account

Shanghai - Danish footwear maker Ecco has selected Weber Shandwick as its PR agency in mainland China tasked to manage media relations around consumer product launches to support its global campaign.   

Weber Shandwick has won the business on a one-year retainer following a competitive pitch that involved incumbent Ketchum and another agency.

Mellisa Lim, marketing manager for ECCO China, said that the PR programs Weber Shandwick proposed were formulated with a well-constructed desired outcome, objectives and deliverables.

"Their advocacy strategy was well-delivered via identifying respected key opinion leaders, other than celebrities, to communicate quality messages through relevant channels," she added.

Ecco's global campaign, "My World, My Style, My Ecco" aims to position the brand's footwear based on individual comfort and style.

Adrian Peh, vice president of the consumer practice in Shanghai, said Ecco already has a presence in China with over 400 stores in the first, second as well as third tier cities.

He said the ‘My World, My Style, My ECCO' campaign illustrates the brand's core of ECCO's philosophy, which stresses that people must choose their own personal style that they feel comfortable with and that gives them confidence.

"It's a message we believe advocates will latch on to," he added.

Ecco targets men and women between 25 to 35 years old working professionals.

Just last weekend, Weber Shandwick provided media relations services for Ecco when it opened one of the biggest store in Chong Qing.