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Calvin Klein consolidates Asia media with MEC

Justin Bieber in CK adCalvin Klein has appointed MEC to handle the fashion brand’s media planning and buying across a number of key markets in Asia Pacific, Mumbrella understands.

The GroupM agency already manages the PVH Corp-owned brand’s media in China and Hong Kong, where its regional headquarters are, and has added Singapore, Malaysia, the Philippines, Thailand, Indonesia, Vietnam and Korea after a pitch to consolidate Calvin Klein’s media activity in the region. A number of Asia’s biggest media agencies were involved in the review.

The account, which covers Calvin Klein’s clothing business – and not the CK fragrance brand owned by Coty – is estimated to be worth around US$10 million.

It includes ‘halo’ brand CK Collection, ‘bridge’ brand Calvin Klein Platinum label, Calvin Klein Jeans, Underwear and Performance, the company’s sports apparel business.

MEC started working with Calvin Klein in China and Hong Kong in 2008. Calvin Klein has worked with a number of media agencies around the region to date, buying some media inhouse.

CK has a dedicated in-house advertising agency in the US, and spent more than $400 million globally on advertising and marketing in 2014, according to the company.

The brand’s marketing is designed to “engage consumers through provocative, modern and iconic lifestyle imagery,” the company explains on its website, and signed Justin Bieber as a brand ambassador for Calvin Klein Jeans and Calvin Klein Underwear at the start of the year.

The musician featured in the provocative #mycalvins campaign for CK Underwear in January, which has been viewed more than 10 million times since it was uploaded.

Winning Calvin Klein is welcome news for MEC, which recently parted ways with key Singapore-based clients Singapore Airlines and Singtel.

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