Lowe pitched against McCann-Erickson and Asatsu for DK Double Deer, Baisha, Jinling and KK assignment in the world's second-largest beer market. "Interbrew's strategies involve heavy marketing support to either maintain or grow share in China," said Lowe China managing director Addison James. "The company hired us to help them develop, strengthen and focus their ad support on key brands."
Interbrew has spent about US$600 million -- accounting for about 12 per cent of its global investments -- buying stakes in 17 mainland brewers. In January, it added Malaysian Lion Group's beer business to its portfolio with a 50 per cent stake purchase. The acquisition has propelled Interbrew into third place, with a nine per cent market share, behind Tsingtao's 13 per cent and Yanjing's 10 per cent.
Lowe's appointment comes as Interbrew faces renewed competition from foreign brewers, who have been stepping up their mainland investments in in the past two years after being badly hit in the early '90s.
Among them, Carlsberg is poised to set up a Rmb 280 million (US$34 million) joint-venture with Gansu-based brewer Lanzhou Huanghe.
Interbrew hands four beer brands in China to Lowe
Belgian brewer Interbrew has handed the creative assignment for four beer brands to Lowe China following a three-way shootout.
