Frito-Lay guns for efficiencies with move to MindShare

The WPP agency approached Frito-Lay directly to offer its planning and buying services at the same time as incumbent OMD's contract was due to expire. "Frito-Lay was looking for a media partner that can truly help their business - from consumer insights and strategic to outstanding execution," says Andreas Vogiatzakis, managing director of MindShare Taiwan.

MindShare deputy general manager Rebecca Yen added: "The top priority was how to improve media buying efficiency." Ninety per cent of total adspend will be on TVCs, with the remaining 10 per cent going towards freebies and promotions.

Frito-Lay's main products are Poca Lays, Cheetos and Doritos. The campaigns will be evenly spread across these three product lines. Yen said the Cheetos line would get more focus because of a recent Chinese name change to standardise its Chinese name across all markets.

The planning will be geared toward a series of short-term campaigns.

MindShare will be using its portfolio of research tools such as YouthWatch to help planning and buying. The creative assignment is held by OMD's sister agency BBDO.