Master Kong Beverage’s is one of country’s most active FMCG brands, with an estimated US$85 million in digital media investments in China. The win was effective from 1 March.
TK Wang, senior deputy general manager at Master Kong Beverages, said that the collaboration and pitch between Mindshare’s MPower team and VML clearly demonstrated a “robust understanding of not just the digital landscape, but how it could work most effectively through an integrated planning framework.”
For Mindshare’s MPower Team, the win further expands the agency’s role beyond its existing work on the brand's traditional media planning and buying.
Kevin Zhou, COO of MPower expressed excitement over the opportunity to fully integrate the digital planning component.
“Plus, the addition of VML’s creative capabilities will enable us to create truly groundbreaking communication platforms for Master Kong Beverages,” he added. “We look forward to demonstrating the power of cross agency collaboration for one of China’s most dynamic brands.”
Clark Sun, VML’s media vice president said that with this mandate, the agency will continue to focus on driving insights, innovation and integration across all digital media to deliver brand growth.