Jenny Chan 陳詠欣
Jan 15, 2014

China Huiyuan Juice appoints Ogilvy & Mather and MEC

BEIJING - China Huiyuan Juice (汇源果汁) has designated Ogilvy & Mather (O&M) to carry out its 2014 integrated marketing communication initiatives.

China Huiyuan Juice appoints Ogilvy & Mather and MEC

Shenan Chuang (庄淑芬), O&M Greater China CEO, personally led the Beijing team to win the pitch for this assignment. The scope of work will include advertising, social media, website re-development and packaging design involving O&M Advertising, [email protected], OgilvyOne, and RedWorks, as well as media planning and buying through sister agency MEC.

Huiyuan Juice CEO Su Ying Fu (苏盈福) has "completely overhauled the company’s structure to focus on innovations in marketing and branding" in 2013, according to Chuang.

Strategically, Huiyuan Juice will continue to strengthen its leadership in the fruit-juice concentrate market with more precise brand positioning for different consumer groups.

O&M is tasked with helping Huiyuan Juice become more consumer-centric from its B2B roots in China’s fruit juice industry.

Campaign Asia-Pacific believes Huiyuan has been working without agency partners for a period of time, having worked with Saatchi & Saatchi and JWT in the past.

Established in 1992, the privately owned juice producer owns more than half of the market share for juice products in China.

 

Tags

Related Articles

Just Published

1 day ago

Unwrapping Spotify Wrapped: What is the industry ...

The marcomms industry understood the assignment, followed the brief, and let music stay rent free in their head, just like an NFT. Here’s what the industry folks have been listening to this year.

1 day ago

Accenture Song acquires Fiftyfive5 to boost data ...

The insights and advisory business will help Accenture Song and Fiftyfive5 tap a rising global customer analytics market and further grow its business in Australia and New Zealand.

1 day ago

GM reveals the sci-fi super team that powers your EV

But is performance and reliability really best left to a gang of stressed out tech-crazy militaristic nerds?

2 days ago

Korean car brand Genesis revs up the tunes in DJ ...

The DJ set took place in Shoreditch, London.