Benjamin Li
Feb 14, 2014

Master Kong awards Publicis Shanghai creative account for biscuits and cakes

TIANJIN – Maurice Hung, marketing VP of Master Kong China, has confirmed with Campaign Asia-Pacific that the brand has chosen Publicis Shanghai as its creative agency for its biscuit and cake business.

Master Kong awards Publicis Shanghai creative account for biscuits and cakes

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.


Related Articles

Just Published

6 hours ago

How FMCG giants defied Covid downturn to up ...

Unilever, Kraft Heinz, Mondelez, RB, P&G and Diageo all boosted investment.

6 hours ago

WPP, Publicis and Unilever back industry-wide plan ...

In the UK, AA, ISBA and IPA-headed Ad Net Zero held its first supporters' meeting.

6 hours ago

Indian media industry bodies face-off against ...

While the Indian Newspaper Society is demanding a greater share of ad revenues from Google, the IAMAI is upset with looming regulation for video streamers.

10 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.