Reebok taps MEC for China assault

By Atifa Hargrave-Silk, Media Asia 11-Mar-05, 09:09

Reebok China has handed MEC its media planning and buying account as it makes a major bid for the mainland’s US$500 million sneaker market.

MEC has been tasked with handling all channel planning and implementation as Reebok China's AOR. The media agency is expected to develop creative media solutions and innovative media firsts, which go beyond basic media planning and buying.

Bertilla Teo, who was recently promoted to chief executive officer of MEC China after eight years as managing director of MEC Singapore, helped secure the win for the agency showcasing its ability to offer CP&I, channel-neutral solutions.

Stephanie Tham, marketing director at Reebok China, noted that the sportswear brand had put in place ambitious expansion plans for the China market.
Last year, it signed a sponsorship deal with Houston Rocket's Yao Ming -- who was sponsored by Nike in his first NBA season -- in an effort to tap the star player's popularity for marketing opportunities in the mainland, as well as across Asia. The US sports brand also unveiled its first Yao Ming signature shoe, 'High Post', at an event in Shanghai. The brand, whose China sales reportedly reached $40 million prior to the opening of its standalone store, is understood to be targeting a 20 per cent share in China. In an effort to expand its retail presence in the mainland, Reebok opened its first free-standing retail store in Beijing ahead of the NBA's first games in China in October 2004.
Reebok has also reshuffled its marketing team, with Carmen Chan, Hong Kong-based regional marketing manager, now focused on retail. Chan said: "Retail offers a direct result in terms of ROI. I will continue to work across Asia- Pacific as we build our retail presence."