The World: Shanghai - BBH China wins Fila creative work to raise profile

Fila, the sportswear brand, has appointed the Bartle Bogle Hegarty office in Shanghai to handle its China creative assignment as it attempts to build a presence in the country.

This comes eight months after Fila China's exclusive trademark rights were acquired by Belle International Holdings.

"BBH China is something of a hybrid agency, with an international perspective and a strong local understanding," Jeffery Ma, a Fila China spokesman, said.

Christine Ng, BBH China's managing director, said: "We aim to take a fresh look at Fila while sticking to the company's image and values."

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