The pitch was also believed to include Carat, Dentsu, MPG and four other local agencies.
JWT is the creative agency for the chocolate company. The brand does not have an incumbent media agency and has not had any media spend in the past four years.
JWT is the creative agency for the chocolate company. The brand does not have an incumbent media agency and has not had any media spend in the past four years.
“The client wants to reposition its brand and make a push in the market in 2009,” said a spokesperson at Maxus China.
The Le Conte brand was established in 1990 in Shenzhen and was the first company to introduce premium chocolate into China. China National Cereals, Oil and Foodstuffs Corporation (COFCO), a state-owned business, acquired Le Conte last year.
China’s chocolate and confectionery sector has boomed over the past five years after a handful of Western brands began entering the country in the 1980s.
Four players – Mars, Cadbury, Nestlé and Ferrero – controlled 41.3 per cent of the China market in 2006, according to Euromonitor International.
