M&C takes FED footwear

Shanghai - The Sunny Group has appointed M&C Saatchi to build its FED footwear brand in China and international markets.

Until now, all brand communication have been managed internally but Kate Yang, vice president & chef of product development at FED, said a more professional approach was now required.

"We now need to take a more professional and global approach to building our brand, from our debut in Asia to Europe, USA and all over the world," she said.

Kim Walker, M&C Saatchi Asia president & CEO, said the win was a good chance for the agency to grow internationally with a high quality Chinese brand.

"We're already discussing these growth plans," he said in a statement.

M&C Saatchi was appointed following numerous rounds of strategic presentations involving other un-named agencies.

In 1997 Sunny launched the FED brand in the Chinese domestic market and has since expanded into Taiwan and Japan.