Tries Menswear hires M&C Saatchi for two-year branding project

The brand has also signed up Chinese film star Tony Leung as its brand ambassador for the next two years.

The client has worked closely with CCTV for nationwide media coverage from tier one to four cities in China, and previously used various agencies on a project basis.

Tries is understood to have spent about US$12 million (RMB 80 million) on advertising in China in 2010. The brand was established 10 years ago and now has over 200,000 stores in the Mainland.

Angela Hsu, CEO of M&C Saatchi for North and Central China, said that her client is a family business currently run by the second generation educated at Beijing University. The company is looking to do more branding to enhance the credibility and reputation of the brand and encourage Chinese consumers to be proud of Chinese brands.

Hsu added that many local Chinese brands want to change their positioning from ‘Made in China’ to ‘Create and branding in China’, hence hiring a 4A agency for a long-term basis is a significant move for them.

M&C Saatchi has a successful track record in working for Marc Jacobs, Vogue Magazine, Christian Dior and other European luxury brands in China.