The Aegis-owned incumbent is reportedly participating in the pitch with an agency under GroupM and another under Omnicom Media Group.
The media pitch covers all product lines under Master Kong, including instant noodles and beverages.
An undisclosed source revealed the client is concerned with media trading practices in the country. China has the highest media rebate levels in Asia-Pacific, according to a March 2012 survey by the World Federation of Advertisers (WFA).
In the second half of last year, Master Kong's advertising expenditure was tightened by 37.4 per cent, according to CTR data, though adspend for the brand in the range of 1 billion yuan (US$160 million) in 2011 had made it one of the top advertisers for the two years before that.
