The win follows a four-way pitch that took place in Guangzhou before CNY. It included Saatchi & Saatchi Guangzhou, Publicis Shanghai and a local agency.
A Bates local subsidiary agency is the incumbent for the client with a focus on its washing machine business. The client uses a local media buying partner, but the overall branding business was not assigned to an agency.
Lintas Shanghai will take responsibility for the whole range of products including air conditioners, refrigerators and washing machines.
“Since Midea acquired the company, it has not spent much on media, now it wants to boost the brand awareness," said Tammy Sheu, managing partner of Lintas Shanghai. "One of the main challenges is that Midea is more of a mass white goods brand, whereas the Little Swan brand is more premium.”
The agency said that Little Swan sees Panasonic and Toshiba as their direct competitors in the China market.
Lintas Beijing currently holds the creative account for Midea’s air conditioner business.