Grey Worldwide and its media arm MediaCom have won the
multi-million dollar branding and advertising assignment for Guangzhou
Libai, one of the biggest detergent brands in China. Guangzhou Libai was
set up seven years ago. Grey's appointment marks the first time the
consumer goods company has hired an advertising agency. Marketing
communications work was previously handled by in-house. Grey and
MediaCom won the account in a competitive pitch involving both
multinational and local agencies.
