Burnett scoops up dollars 2.5m China Kingway work

<p>SHENZHEN: China brewery Kingway Beer has appointed Leo Burnett </p><p>Guangzhou to handle its USdollars 2.5 million Hong Kong and China </p><p>business and Starcom for media. </p><p><BR><BR> </p><p>It is the first time that Kingway, which began operations in Shenzhen 10 </p><p>years ago, has assigned its advertising business to an multinational </p><p>agency as it is looking to bring consistency in its brand promotions </p><p>across all the markets it distributes to. </p><p><BR><BR> </p><p>Kingway has traditionally featured its product in all its advertising </p><p>campaigns. However, Leo Burnett Guangzhou managing director, Ben Tsang, </p><p>said that a new marketing platform is being planned which will result in </p><p>a change in direction in the brewer's advertising strategy. </p><p><BR><BR> </p><p>The change is needed or it will be difficult "to differentiate Kingway </p><p>from all the other beer brands on the market", Tsang added. </p><p><BR><BR> </p><p>Media planning and buying services will be provided by Starcom, </p><p>Burnett's media arm. </p><p><BR><BR> </p>