Leo Burnett lands Aokang footwear business

Shanghai - Aokang, a large footwear maker in China and the official leather goods supplier of the Beijing 2008 Olympic Games, has selected Leo Burnett Shanghai as its marketing partner to build its brand across China.

This is the first time that Aokang has appointed Leo Burnett as an international agency of record responsible for strengthening the brand positioning and creating a stronger emotional bond between consumers and its products.

Aokang has partnered with Leo Burnett to further refine and grow their brands including KangLong, its leisure wear line, to build a stronger emotional connection with target consumers across China aimed to boost business growth further in the highly fragmented and competitive retail environment.

Wang Zhentao, chairman and president for Aokang Group, said the company recognises the importance of branding.

"We look to Leo Burnett for help as we are impressed with their strategic insights, in-depth market knowledge and brand building expertise," Wang said.

He added that the company needs a brand building partner that will not only help to tackle immediate business needs, but will help to build strong brand equity while they continue their rapid expansion in China.