BEIJING: Mainland sports apparel manufacturer Li-Ning has handed its estimated US$3 million account to Leo Burnett(李奥贝纳) Beijing and Starcom(星传媒体) following separate creative and media pitches last month.The assignment is to rebrand the eponymously-named brand, founded by one of China’s best-known gymnast from the 1980s, Li-Ning.Burnett outgunned Bates, Ogilvy & Mather and incumbent Dentsu’s RiHai(东方日海).In a separate media pitch, Starcom outgunned Dentsu, MindShare and Zenith to win the media planning and buying assignment.Burnett Beijing general manager, Kelvin Cheng, said the pitch focused on agencies’ ability to develop a television campaign and upgrade Li-Ning’s positioning. Cheng said the key task would be modernising the brand’s image. “The new TVC will roll out at the end of May to coincide with the World Cup kick-off,he added.Starcom’s Greater China and North Asia chief executive, Blase D’Sylva, credited the agency’s win to its strategic and creative recommendations in areas such as sponsorship.”The brand is looking for unique ways to hit its target because it knows it is facing big-name competitors like Nike and adidas, who are in a position to spend significant amounts of money if they choose to,” D’Sylva said.

By: MBSTAFF


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