Sincere picks Secret Tour Hong Kong as creative AOR

The Sincere Company (先施百貨), one of the oldest local department chains, has appointed Secret Tour Hong Kong for creative duties, following a four-way pitch with some HK4A agencies.

The win marks its first retainer for the independent outfit since established in 2013.

Under the one-year deal, the agency will be tasked to create awareness around Sincere, a brand that has recently embarked on a major brand revamp in terms of advertising, interior design and product range since last year. That includes three new stores in Central, Causeway Bay and Mong Kok.

Apart from advertising and communication duties, the agency will also be participating in the chain's upcoming in-store and merchandising revamp.

"Stepping into our 115 anniversary, our overall branding will see a major change in terms of branding, in-store environment and merchandise in order to widen our customer base," Gloria Chan, marketing manager at Sincere told Marketing.

On the merchandise front, the fashion and home supply retailer will widen its product variety by adding two new categories including Kids clothing and skincare on the shelves.

With a strong connection with European fashion suppliers, the fashion and home supply retailer will freshen up its product range with more Korean fashion labels along with premium Italian fashion, she added.

"This is an amazing mix of traditional and new media," added Stephen Chung, director of Secret Tour Hong Kong.

"Our approach to local content will penetrate throughout our works for Sincere. But of course, there's still so much for us to learn," he added.

It is understood that Sincere is on the lookout for media agency.