The agency won the business following a two-week pitch that included Universal McCann, Maximize, Optimedia and incumbent Dentsu.
The move comes as Ting Hsin begins to integrate its food resources in the country and Taiwan to realise its vision of becoming a Greater China food group.
Ting Hsin ranks as the top supplier of instant noodles and owns Mr Kon Instant Noodles, ready-to-drink teas and sandwich crackers, with a market share of 41%, 52% and 34% respectively, according to Nielsen Media Research. Sources said the group put the account up for review after two years with Dentsu as part of its expansion plans.
The win continues a run of good news for Aegis in the region. In November, Aegis acquired a 40% stake in the leading Chinese outdoor media firm Asiaray for £2.9m and rebranded the firm under the Posterscope name.
In the previous month, China Motors Corporation and Yu Lon Motors in Taiwan, unhappy with the loss of personnel at incumbent Maximize after its merger with Media Plus, shifted its £15.5m media into Carat United.
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