Waggener Edstrom retains Ash Italia PR

Waggener Edstrom Hong Kong has retained French-Italian fashion brand Ash after a pitch process.

Under the new deal, the agency will help develop a new brand architecture and strategy for Ash in preparation for its Fall-Winter 2014 collection.

A global social media strategy to engage its consumers in key markets such as Hong Kong, China, Korea, UK, Italy and the US is also in the pipeline.

“Partnering with WE is an important next step in the growth of Ash, particularly in Asia,” said Eddie Lee, director of Ash.

“I am confident that WE will help our brand accelerate growth in key markets around the world.”

Emma Richards, VP & GM of Waggener Edstrom Hong Kong commented: “The brand provides a unique opportunity to further showcase our research, insights and analytics, as well as strategic communications capabilities in the lifestyle sector.”

“We look forward to putting our integrated communications expertise in telling Ash’s story to consumers around the world.”

WE currently serves consumer brands across the region, such as Cole Haan, Jetstar, Microsoft, Skype and Unilever. In Hong Kong, WE also serves Bonjour Cosmetics, Tissot, and The Peak Galleria and Amoy Plaza, both of which are owned by Hang Lung Properties.

Founded in 2000, Ash is owned by Max Group, a vertically integrated enterprise in the shoe production, distribution and retail sector that partners with or owns such brands as French Connection, Luxury Rebel, JC Collezione, Julian Hakes London, United Nude, Elie Tahari and Ellen Tracy.