By Inti Tam

UM Hong Kong has been awarded the regional media business for VF Corporation in China, Hong Kong and Korea following a closed door pitch. The estimated spend in media is US$45 million.

The American lifestyle apparel, footwear and accessories company has a worldwide portfolio comprising more than 30 brands such as Wrangler, Jansport, Eastpak, Kipling, Timberland and North Face.

The pitch was aimed at consolidating media planning and buying for key brands under the VF umbrella, including The North Face, Kipling, Vans, and Lee.

Stated Fabio Stefani, senior director of strategy APAC at VF Corporation, said: “This is VF Asia’s first regional agreement with one media partner across our brand portfolio. We aim to deliver stronger synergy, scale and efficiency in planning and executing our media in Asia’s lead markets. We look forward to this partnership and UM’s contribution to better connect our consumers across the media mix with brands such as Vans, The North Face, Kipling and Lee in VF’s fastest growing region globally.”

Lilian Leong, managing director of UM Hong Kong, said: “We are thrilled to add VF Corporation to our portfolio of clients and our team is excited to work with them. We have learned a lot about VF Corporation, their business requirements and ambitions for growth. It’s also been a collective effort with each of our teams in other markets in the region. We are happy VF has chosen to partner with us and we look forward to building their business in the region.”

UM Hong Kong is also a regional and global hub for Lane Crawford, Brand HK, and Cathay Pacific Airways.