China beer brand hands creative brand deal to JWT

SHANGHAI: China beer brand Xue Jin has chosen J. Walter Thompson Shanghai to handle its creative assignment. It did not hold a pitch.

by | 01/25/2002

The Fujian-based brand plans to launch a branding campaign in its home market, which JWT will help develop. It will keep the media assignment in-house.

JWT Shanghai's national director for new business, Tiger Fu, said: "Xue Jin used to employ local agencies in the past for its advertising. Prior to our appointment, it used Guangzhou Blue Creation for advertising and promotional activities.

Fu attributed the win to JWT's "experience in handling other top local brands such as TCL and 999

in China.

In a separate development, JWT Beijing has appointed Jesus Yeh as creative director. Yeh, a Taiwan import, has more than 10 years' advertising industry experience.