Staff Reporters
Mar 8, 2021

Burger King appoints UM China

The Mediabrands agency will manage the brand's media planning and buying.

Burger King appoints UM China

Following a competitive pitch, Burger King China appointed Mediabrands agency UM China to manage its media planning and buying business.

This client is a new one for UM in China and APAC, and the agency won the contract following a pitch involving shops from several other competing global networks. 

Restaurant Brand International, the owner of Burger King, has an expansion plan in China and in the region. UM China says it won the business by demonstrating its 'Futureproof' philosophy, strength in leveraging data and personalised content, and the ability to address tangible targets by applying a result-driven approach.

Prior to the pandemic, Burger King planned to open another 1,000 stores in China within three years, but like all companies it took a hard hit from early lockdowns and had to temporarily shutter half its stores in China, before business recovered as the market re-opened. Meanwhile, TAB Food Investments, which operates the China business, is reportedly considering selling it

"Burger King is a very sophisticated marketer and has led an incredibly rigorous process which demonstrates the importance they place on the role of communications within their business," Dominic Ng, MD of UM China, said in a release. "We’re looking forward to supporting Burger King’s ongoing business success with some great work.”

The win adds to UM's existing food and beverage remits in China, including media planning and buying for the beverage and instant noodle divisions of Uni-President in China. 

Related Articles

Just Published

1 hour ago

Milk tea brand in hot water over '0 sucrose' claims

Fast-growing Chinese drink brand Genki Forest has had to apologise and change the labels on its popular milk tea products.

1 hour ago

How can marketers make better Ramadan ads?

Ramadan and Eid al-Fitr marketing in the region are often made up of damaging tropes and lazy narratives. Experts from Virtue and Vice offer suggestions on breaking clichés and evolving culture along the way.

2 hours ago

Reprise places bets on India hub

AGENCY REPORT CARD: As Reprise looked to increase its performance chops and deliver greater consistency of work for clients, it placed its bets on India. Nearly half of its staff are now based in the market. But was this a growth strategy or a cost-cutting exercise?