Ogilvy & Mather Shanghai picks up Columbia Sportswear’s brand strategy and creative duties

Ogilvy & Mather Shanghai has won the annual brand strategy and creative business for Columbia Sportswear China in a competitive pitch held in Shanghai recently.

Ever since it launched in China in 2004, Columbia Sportswear has been providing fashionable yet protective outdoor sportswear to millions of Chinese consumers, following its corporate spirit of “tested tough.” However, the brand recently started to face competitive challenges from an increasingly segmented market and more and more demanding consumers. The company therefore decided to hire Ogilvy & Mather Shanghai to help to review and upgrade its brand equity in China, solidifying its foundation for future growth.

“OgilvyRed is an Ogilvy consulting service that helps brands to solve the challenges of brand proposition and marketing strategy,” said the leader of this pitch, Jason Wang, Managing Partner of OgilvyRed (pictured above). “OgilvyRed, together with other Ogilvy expert teams from creative and digital, will provide a one-stop brand strategy and content solutions to Columbia Sportswear. We deeply appreciate the trust of the client, and feel honored to provide our best expertise and services to support Columbia Sportswear’s long-term growth in China.”

Jason Zhu, General Manager of Columbia Sportswear China, commented, “We are very impressed and satisfied by the breadth and depth of marketing and communications services provided by Ogilvy & Mather. The agency has demonstrated ample experience in marketing global brands in China, as well as thorough insights and understanding of the complexity of the market. All of these made us believe that partnering with Ogilvy & Mather is the right choice to bring our brand to next level.”