Gabey Goh
Mar 23, 2016

Master Kong Beverages picks Mindshare & VML for its China digital business

CHINA - Master Kong Beverages awarded its China digital media planning and buying business to Mindshare and VML, following a pitch against Dentsu Aegis Network.

Master Kong Beverages picks Mindshare & VML for its China digital business

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.

 

Source:
Campaign Asia

Related Articles

Just Published

12 hours ago

Tim Hortons fuels the 'Canadian Dream' in new campaign

Kiefer Sutherland Asks, “How Come We Never Talk About the Canadian Dream?”

13 hours ago

Why has GroupM lost its way for so long? The buck ...

The visceral response to the latest restructuring has been a lament for the way the holding company has moved too slowly and downgraded its agency brands over many years.

15 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

16 hours ago

Droga5's Tara Ford on big work, bold moves, and why ...

The award-winning chief creative officer discusses leaving ANZ at its peak, joining Accenture Song UK, and what's next for creativity ahead of Cannes.