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Reuters Handed Job of Driving China Growth for Toms

TOMS, one of the fastest growing shoe companies in the world renowned for its One for One concept, has assigned Reuter Communications as agency of record following a competitive pitch.

Reuter Communications, an independent agency headquartered in Shanghai, will explore strategic opportunities and creative communications designed to drive transformational business growth for TOMS in China, including a full scope of media relations, key influencer engagement, new product launches, national store openings, and all-around communications for the One for One movement in China.

Founded by social entrepreneur Blake Mycoskie, TOMS categories includes Men, Women, Youth, and Tiny with a full range by season and by functionality. TOMS One for One Movement matches every pair of shoes purchased with a new pair of shoes for a child in need, an inspirational business model of One for One.

Jen Loong, Director, Brand Marketing, China, commented, “This year is TOMS’ 10 year anniversary. We have an exciting year ahead with Blake’s visit to China and the opening of our store at Shanghai Disneyland Resort. We’re delighted to be working with the Reuter Communications team. From the outset we were impressed by their passion for our brand and their creative and strategic thinking.”

Nick Cakebread, Managing Partner of Reuter Communications, commented, “TOMS is one of those inspirational brands every agency would be extremely proud to be associated with. We are excited to be working with a brand that is doing good across the world and can’t wait to help them reach new heights in China.”