In China, the relatively conservative Costa Coffee has been playing second-fiddle to Starbucks, which has become synonymous with coffee chains. But Costa wished for a more integrated 'occasion-marketing' strategy.
Leo Digital Network won the pitch by virtue of its multiple resources, according to vice president Aaron Zhang, who also runs Arkr Digital, an agency under the network handling the bulk of the account.
Participating agencies in the pitch included Oookini, Kongming, and an undisclosed multinational 4A agency.
What Zhang has done is to use the media buying and DSP capabilities of MediaV (another company under Leo Digital Network) to help strengthen the overall pitch in both digital creativity and media effectiveness.
The UK coffee brand used to work with Leagas Delaney China for the traditional creative scope of work, and it is understood the client is in discussions at the moment to extend that to LDN.
Campaign Asia-Pacific has reached out to Leagas Delaney for comment.
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