The decision comes after a comprehensive 12-agency creative and media review that earlier saw Grey and Publicis win creative for Brand’s Essence of Chicken and Bird’s Nest, respectively.
Surprisingly, Cerebos opted for MindShare, rather than the two creative agency’s pitch partners: Maxus, which pitched with Grey, and Zenith, which partnered with Publicis.
MindShare will handle all media buying and planning.
“The client liked our overall ideas and approach, in terms of rate and pricing we are also quite competitive,” said MindShare MD Melanie Lo.
