Greater China Headlines: Midea taps Burnett for water dispenser business

Diversified China corporation, Midea, has appointed Leo Burnett Guangzhou to handle its water dispenser assignment. Burnett scooped the creative brief following a pitch that included Grey Global, Saatchi & Saatchi and the incumbent FCB. Media planning and buying will remain inhouse. Burnett group brand director Anthony Yeung said the agency would differentiate Midea by injecting an emotional dimension to its communications.