Anna Sui grabs local agency

Anna Sui takes on local digital agency Rice5 for its global website revamp earlier this month.Rice5 general manager Alex Yu  said the agency won against a New York-based agency in the pitch.As his first global account, Yu adds that luxury cosmetics’ involvement in the online sphere is necessary given the fierce competition in the industry.“The change in customer behaviour is a reality: so even though Anna Sui already has a relatively younger audience compared to other higher-end cosmetic brands, expanding on digital will let them have a deeper grip in their list of top-of-mind brands,” said Yu.