Waggener Edstrom retains Ash after pitch, sets up online press office

PR agency Waggener Edstrom has announced retaining European fashion brand Ash after a competitive pitch.

The global account will cover key markets in Asia Pacific such as Hong Kong, China and Korea.

The announcement:

HONG KONG — DECEMBER 10, 2013 — Integrated communications agency Waggener Edstrom (WE) today announced that it has been retained by French-Italian fashion brand Ash after a competitive agency selection process.

WE will be responsible for developing a global brand identity and integrated communications strategy across multiple markets in Asia Pacific, North America and Europe.

WE will develop a refreshed brand architecture and strategy in preparation for the Fall-Winter 2014 collection, and a global social media strategy to engage its consumers in key markets such as Hong Kong, China, Korea, UK, Italy and the US. WE will also establish an online press office to host all communications assets.

“Partnering with WE is an important next step in the growth of Ash, particularly in Asia,” said Eddie Lee, Director, Ash. “We’re very impressed by the agency’s ability to run global campaigns, its quality of consultancy in APAC, and its understanding of our business and consumers. I am confident that WE will help our brand accelerate growth in key markets around the world.”

“We’re delighted to partner with Ash. The brand provides a unique opportunity to further showcase our research, insights and analytics, as well as strategic communications capabilities in the lifestyle sector,” said Emma Richards, VP & GM, Waggener Edstrom Hong Kong. “We look forward to putting our integrated communications expertise in telling Ash’s story to consumers around the world.”

This latest win builds on WE’s recent recognition as APAC Consumer Consultancy of the Year by The Holmes Report. WE currently serves consumer brands across the region, such as Cole Haan, Jetstar, Microsoft, Skype and Unilever. In Hong Kong, WE also serves Bonjour Cosmetics, Tissot, and The Peak Galleria and Amoy Plaza, both of which are owned by Hang Lung Properties.

Founded in 2000, Ash is owned by Max Group, a vertically integrated enterprise in the shoe production, distribution and retail sector that partners with or owns such brands as French Connection, Luxury Rebel, JC Collezione, Julian Hakes London, United Nude, Elie Tahari and Ellen Tracy. More information on Ash can be found at and

Source: press release


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