Matthew Miller
Jan 20, 2020

Disney Shanghai awards media duties

Decision concludes a pitch that began in May and reportedly included all the major MNC agency groups.

(Getty Images)
(Getty Images)

Campaign Asia-Pacific has learned that following a lengthy pitch, Publicis Media's Starcom will take over media duties for Mickey Mouse's mainland playground, Shanghai Disney Resort—just in time for the Chinese calendar year devoted to the mouse ("rat" and "mouse" are synonymous in Chinese).

The pitch, which was kept separate from the global Disney pitch that ended in October (Shanghai Disney is a joint venture of The Walt Disney Company and Shanghai Shendi Group), began in May and concluded in December, according to sources.

Estimated billings for the account are US$30 million, according to Recma.

The incumbent was Carat, which held the media duties since the park opened in 2016, with Carat, Mediacom and OMD taking part in the pitch in addition to Starcom, according to sources.

The remit includes planning and buying for all channels.

Publicis Media was contacted but declined to comment. Spokespersons for OMD and MediaCom confirmed participation in the pitch. Campaign has reached out to representatives of Carat and its parent Dentsu Aegis.

Related Articles

Just Published

30 minutes ago

Chipotle — ahem, make that Chicotle — partners with ...

BTS band members professed their love for Chipotle in a viral video over the weekend.

49 minutes ago

‘Sexy’ doesn’t always sell: M&M’s get positive ...

The characters’ makeovers spotlight their personalities to reflect an inclusive world.

1 hour ago

The metaverse has a gaming problem

Making the real world more virtual could lead to uncapped brand opportunities.

2 hours ago

Global adspend to grow 9.2% powered by Olympics, ...

Digital adspend, including connected TV, to grow to twice the size of TV in 2022: Dentsu