Cheng Shin Rubber Industry (Maxxis)

Sponsorship-first, in-house-doctrine, B2B-heavy. Chairman Chen Yun-Hwa has publicly codified the doctrine: ~70% of ad spend funds motorsports / sports sponsorship (Dakar, MXGP, Crankworx MTB, US Sprint Enduro, plus historical celebrity portfolio of Yao Ming / Matsui / Kwan / Tseng), and brand marketing is 'insisted' to be done in-house. The remaining ~30% creative-deliverable budget runs through Blue C Advertising (Costa Mesa, CA) under the 'Performance for All' platform launched ~2023 — a master-brand-unification frame across MAXXIS' multi-vertical product portfolio (bicycle, motorcycle, ATV, passenger car, light truck). Global marketing center of gravity sits unusually in Suwanee, Georgia (MAXXIS International USA), not at Yuanlin HQ in Taiwan. The Taiwan home market runs as a discrete localized track (product launches, dealer events, Facebook). The OEM-supply B2B side — supplying tires to global bicycle, automotive, and motorcycle manufacturers — is the financial spine of the business but is marketed through trade PR and engineering-credibility content, not consumer-facing creative. This is NOT a Toyota-style or Cathay-style integrated-AOR account. It is a sponsorship-asset management problem dressed as a marketing account.