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