Linda Khoo, general manager of Y&R China, which won the business in a competitive pitch, said: "When we did our presentation we demonstrated we can think outside the box about what traditional dairy communications are like. We have expanded beyond this."
Bob Liew, general manager of Guangzhou Danone Yoghurt, who played a key role in the pitch, said the agency provided "fantastic creative that really hit the mark.
"I am really confident that Y&R will continue to bring a fresh ideas to a mature market leader," he added.
Danone is gearing up marketing in China this year with further new product launches, with media spend expected to be significantly higher than last year's outlay of just under Rmb10 million (US$1.2 million), a ratecard figure from Nielsen Media Research. The company will maintain its premium positioning in China's predominantly price driven market for dairy goods and continue to focus its marketing efforts on its heartlands in Southern China.