Calvin Klein has appointed MEC to handle the fashion brand’s media planning and buying in a number of key Asia Pacific markets, according to Mumbrella Asia.
They report:
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.
As part of the brand strategy to “engage consumers through provocative, modern and iconic lifestyle imagery,” everyone’s favorite Canadian, Justin Bieber, was tapped by Calvin Klein at the beginning of this year as brand ambassador for both CK Jeans and Underwear.
The #mycalvins campaign with Bieber sporting CK Underwear has garnered more than 10 million views on YouTube.
