British lifestyle brand Hunter picks Gusto Luxe for China marketing strategy

British outdoor lifestyle brand Hunter has appointed Gusto Luxe as integrated communications partner for Mainland China, supporting Hunter in shaping the China brand and marketing strategy.

In addition to consulting and PR, the agency is tasked with always-on social content and platform management, digital campaign planning and execution, social influencer and paid media management, as well as digital strategy consulting. 

“Our approach to Hunter’s China brand and marketing strategy combines our industry insights and expertise with our digital and creative capabilities," said Adrian Peh, Gusto Luxe general manager, fashion and beauty.  “We are looking forward to working with this British heritage brand in China during such an exciting time for both the fashion and outdoor industry here," Poh added. 

Paolo Porta, CEO of Hunter, said, “Hunter has crafted purposeful products for the outdoors for over 160 years and within doing so created the world’s most iconic wellington boot which has inspired our innovative footwear, outerwear and accessory collections. Our products are made for a global consumer who seeks to explore the world outside. As a British heritage brand we are excited by the opportunity to connect and engage in the Chinese market with our new partner Gusto Luxe who will lead the marketing strategy in the region.”

Apart from winning this account, in August, Gusto Luxe promoted Shashin Surti to managing director. In his new role, Surti will be responsible for leading the agency’s business expansion, shaping the future strategy and vision, and building leadership teams and culture to continue driving rapid growth.

Surti’s tenure at the firm has been marked by rapid growth, transformation in capabilities and services and the recent acquisition by brand-tech holding group, Gusto Collective in June 2020. He will continue to operate from the Shanghai headquarters, reporting directly to Gusto Luxe founding partner Nick Cakebread.

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