The appointment of MindShare marks the first time Fortune has tapped an international media agency, said MindShare Shanghai managing director Bessie Lee. Three other agencies, including Optimum Media Direction and two local shops, pitched for the business in November.
Fortune had not used a media agency for years, but it changed its thinking last year. Marketing director, Bruce Lui, said: "Last year, our company allocated more resources to expand our existing promotional scale, so we decided to look for an agency. Local agencies are not able to provide advertisers strategic media planning services and detailed marketing research. As a result, we only considered a 4As agency."