|Dongha Engages The Monogram Group to Establish their North American Brand.
January 6, 2009, Chicago, IL –– The Monogram Group (www.monogramgroup.com), a Chicago-based advertising agency, has been retained by the largest chain manufacturer in China, Hangzhou Donghua Chain Group (Donghua).
Founded in 1991, Donghua produces a broad range of chain products for industrial application. As part of a broad strategy to develop its own global brand, the company established offices in Germany and Holland in 2008, and is now looking to expand operations in the United States. Once a US General Manager is recruited, the company will aggressively pursue marketing its branded products in the US.
Donghua has sold chain in the US for more than 10 years, but only as a private label brand. They are now looking to increase US sales in hopes of reaching their full market potential. The challenge that lies ahead for both Monogram and Donghua is the crippling economy.
However, while many chain companies worldwide are closing, downsizing and cutting back on marketing budgets, Donghua has chosen to do the exact opposite. They see the economic downturn as a significant opportunity, as they still enjoy big cost advantages but lack the market awareness and respect that come with a strong brand.
According to Scott Markman, founder and president of The Monogram Group, this is an ideal time for a strong Chinese manufacturing company to re-emerge in the US market from an OEM to a powerful brand. For Donghua, we will manage and collaborate with several strategic partners to realize the company’s vision, because we commit to the success of our clients more than just providing branding services.
Celebrating its 20th year in business, The Monogram Group is an advertising agency that specializes in boldly repositioning brands. It began its China Practice in 2007 to become the leader in bringing top Chinese companies to the US market under their own brand.
The agency has offices in Chicago and Charlotte and its clients include Abbott Labs, ACCO Brands, Chicago Symphony Orchestra, Chicago Council on Global Affairs, Life Fitness and Wachovia Bank. Monogram is also a part of Com Vort, the word’s largest network of independent advertising agencies with 171 offices in 72 countries.