HONG KONG—New York-based designer brand Cole Haan has appointed Waggener Edstrom to support its communication efforts in Hong Kong on a retainer basis. The win comes on the back of a successful project conducted in China to launch its fall-winter collection last month. The agency will also work with Cole Haan to develop an influencer outreach program with the aim to cultivate stronger brand awareness and loyalty amongst local fashion trendsetters.

“Standing out in the luxury business is not an easy feat,” says Connie Chan, senior marketing manager of Cole Haan. “Having unique designs are one thing but being able to tell a story and connect with consumers is another. We required a firm that did not only have a strong track record, but also a passionate team that understands the industry landscape and our target audience,”

In addition, the agency recently wrapped up projects with French leather goods brand Lancel as well as leading wines and spirits company Pernod Ricard.

Finally, Sunni Hong is joining the consumer team as assistant account director, where he will manage key luxury accounts.