Taiwanese shoe retailer ASO calls creative pitch

Agencies believed to be involved in the pitch include ADK, Ogilvy & Mather and BBDO.

Sources close to the news said that the invited agencies will present their pitch presentation in the first and second week of March. The pitch will focus on a new product launch as a test for the agencies.

ASO previously worked with Inspire Advertising, a sub brand of Bates Taiwan. However it was understood that the agency was not invited to this pitch.

ASO was started as a small shoes shine stall in Taipei by Lo Shui-mu in 1952. It is now run by his son Joseph Lo and currently boasts with over 200 stores in Taiwan. Women's shoes account for about 70 per cent of the company's income.

An undisclosed source pointed out that ASO shoes are well-known for being comfortable and using discount offers and supermodels in its ad campaigns. “Although its main target consumers are mostly mothers, its also wants to look young and sexy,” the source added. 

The winning agency would work with the client on a brand positioning for the company for its direction over the next 60 years.