Master Kong conducted a four-way pitch, including both international and local agencies, in late December. Publicis Shanghai has taken over the business from Havas Worldwide Beijing (formerly EuroRSCG).
Publicis will only work on the brand's biscuit and cake business and not its many other product lines, such as instant noodles, accordin to Hung, who joined Master Kong in September from Asia Pulp and Paper Group (APP), one of the world's largest pulp and paper company, where he was marketing VP.
One of Master Kong’s well-known biscuit brand, 3+2 competes with Mondelez' Oreo and Korea's Orion cake brand in China, Hung said.
Chenghua Yang, CEO of Publicis Shanghai and Guangzhou, said the agency has set up a new team for Master Kong in Beijing and Shanghai and is still looking for new staff as it plans to take a new approach to the client's advertising.
Yang added that Publicis China won several new accounts in December and January, including German cheese brand Milkana, Huanghe Beer and the Daily C pure juice brand and coffee business of Taiwanese Food giant WeiChuan.