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Saatchi Beijing wins Rebecca wig account
by Benjamin Li
9-Jun-09, 09:06
BEIJING - Saatchi & Saatchi Beijing has snapped up the advertising account for the niche brand Rebecca, a Chinese manufacturer of women's fashion wigs.
As agency-of-record, Saatchi & Saatchi is charged with creating a wider customer base in China. While the company is based in Henan province, Rebecca has primarily functioned as an export business, with its largest markets in North America and Africa.
Rebecca, which has not worked with a 4As agency before, has 40 retail outlets across the mainland’s major cities.
“We are building the brand from scratch to enhance the brand awareness and positioning,” said Charles Sampson, chief executive officer of Saatchi & Saatchi Beijing. “The China market is ready for fashion wigs, especially for fashion-conscious ladies who go out for evening parties and corporate functions. They have nice evening dresses, so they may want a beautiful wig to match their look.”
The wigs target affluent, professional women willing to pay between US$400 and $1,300 for a headpiece.
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