Y&R, which landed the flagship Brand’s Essence of Chicken product business after a hotly-contested pitch against Lowe, takes the reins of the account, tasked with positioning the brand as an energy-giving drink for all occasions.
The business was previously handled by Saatchi & Saatchi, which resigned the account just six months after winning it from 10am Communications. The decision to appoint Y&R strengthens the WPP agency’s hold on the business – it also handles Cerebos in China and Thailand, along with heading the brand’s regional strategy business.
Meanwhile in Hong Kong, Cerebos has elected to split its creative account, with Grey taking control for Essence of Chicken and Publicis tasked with overseeing Bird’s Nest.
The SAR review saw 12 agencies line-up for the business - six creative and six media - with incumbent agency DDB declining to take part in the review.
