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Puma hands Y&R ‘agency of record’ status in China

German sportswear brand Puma has handed its China business to Y&R following a competitive pitch.

The work was previously done internally but the ‘fast-growing business” meant an agency of record was needed.

Duties will include “handling creative solutions, focusing on digital and social activation” across the firm’s full product range – according to Y&R.

Y&R China CEO Annie Boo said: “We are excited, they are a cool brand doing exciting things in the local market.

Boo is excited

“We were able to give Puma a deep dive into their business in China and, based on our findings, provide them with informed creative strategies to take their business to the next level in the market.”

Puma is said to be the third largest sportswear company in the world. In China, the firm has achieved increased turnover of US$1.29 billion in the first quarter of this year alone, due to growing demand from Chinese consumers – claimed Y&R.

Puma head of marketing Alex Liang said: “We were impressed by the Y&R team, who rather than simply pitching us a creative idea, provided us with a much more insightful and holistic approach to boosting our business in China – covering all the bases.

“China is a very important market for us globally, and we look forward to working with the Y&R team, who we are confident have the skills and expertise necessary to take our brand forward in the market.”

Y&R is part of the WPP holding group and has 189 offices in 93 countries around the world with clients including Colgate-Palmolive, Danone, Dell, Telefonica and Xerox.

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