Guangtang to hone Heinz's China edge

<P>SHANGHAI Heinz has shifted a large portion of its marcoms business in mainland China to a local agency, Guantang, in an apparent move to cultivate stronger brand relationships with Chinese consumers.</P> <P><br><br><BR>Guantang will oversee a wide range of marketing areas for Heinz, including brand strategy, pack design and consumer research as well as creative and marketing communications strategy.</P> <P><br><br><BR>Agencies were asked to use their local market knowledge and consumer insight to look at Heinz's brand portfolio and product designs during the pitch, which was attended by the company's China president, Donald Gadsden.<BR>"The client is going to take a very strong position to build a long-term relationship with Chinese consumers," said Guantang deputy general manager John Dao.</P> <P><br><br><BR>Guantang's appointment is thought to be the first time Heinz has used a local agency as a consultant and creative partner in China. </P> <P><br><br><BR>The company has used Leo Burnett in the past, but it is not thought that it had an AOR at the time of the pitch.<BR>Heinz is best known of its baby food in China, but is keen to broaden its portfolio into other foods such as sauces. The company is facing increasing competition in China against other MNC food companies such as Nestlé as well as a growing spread of local operators offering a competitive price to Heinz products.</P> <P> </P>