Owned by local food and beverage company, Kuang Chuan, the assignment is thegroup's fifth for Grey. The incumbent was EOS. According to Grey, the account spent about NT$30 million (US$900,705) in each of the last two years on its dairy products. "The intention of the brand is to re-clinch the market leader position that the brand used to enjoy," Grey general manager Bob Chen said. Chen said Grey's long-standing relationship with the group, dating back to 1993, had been instrumental in landing the brief. Chen added that the brand had been looking for an agency with integrated communications an offer to sharpen its edge.
Greater China: Challenger dairy brand taps Grey for Taiwan work
TAIPEI: In a drive to regain market leadership, Taiwan's second-largest dairy brand Kuang Chuan Milk has tapped Hwa Wei & Grey for its creative assignment.