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

1 hour ago

Is Byron Sharp right to say the best response to ...

Sharp made the comments in an interview with Campaign.

1 hour ago

M&C Saatchi shares suspended after it misses audit ...

The group admitted another £2.4m in accounting 'adjustments' for past misstatements.

2 hours ago

Covid will be a two-year hit to media and entertainm...

Digital and OTT media spends increase while every other medium is hit by the pandemic according to KPMG's annual M&E report

10 hours ago

Aqilliz-BritePool: A blockchain-enabled cookieless ...

The companies announce a joint solution—which will be initially rolled out in Asia Pacific, Europe and the US—that promises privacy-compliant user identification with an immutable record of consent and data transactions.