Dentsu scooped the business without a pitch, having spent a year with Honghe to understand its business and culture. The business was clinched after Dentsu presented Honghe with a marketing strategy, consumer anal- ysis, creative and media plan.
Dentsu's key responsibilities will be to maximise Honghe's naming rights sponsorship of the China Circuit Championship, which it acquired just before China signed a WHO agreement to ban all tobacco advertising and sponsorship in five years.
Dentsu's first task was to handle Honghe's sponsorship of action star Jacky Chan's annual motorsport charity cup, held early this month in Shanghai.
