BBDO, which displaced incumbent Saatchi & Saatchi Beijing to bring an end to a three-year relationship, saw off competition from DraftFCB, Leo Burnett and Publicis. The Omnicom shop has been tasked with overseeing brand creative and strategic planning for Snow Beer and affiliated brand Zero Point.
“Snow Beer is the number one-selling brand in China but the brand is understated in what is a competitive category,” said BBDO Shanghai business director Adolf Lee.
“The immediate task is to build a strong association with the number one spot in China, and we have to improve creativity to fuel brand equity.”
Lee noted that a critical part of the brief involved ensuring that Snow Beer gained the upper hand against its cashed-up Olympic sponsors Tsingtao,Yanjing and Budweiser.
The first campaign is expected to break in early April. Media planning and buying, handled by a local agency, was not affected by the review.
