MEC will set up a dedicated unit dubbed Colgate China Media to handle the brief, which has a monitored media spend approximating Rmb 800 million (US$100 million). "In consolidating at Colgate China Media, Colgate-Palmolive will benefit from the closer working relationship that exists between its media resource and Y&R, Colgate's global advertising partner," Colgate China media director Rain He said.
Y&R co-ordinates the Asian business with a creative team based in Hong Kong. Universal will continue to work with Colgate-Palmolive on its media requirements through a planned transitional period. The transfer provides MEC with its second major account in the mainland following its victory in a pitch for Wrigley's media business at the end of 2004. MEC was unable to comment on the shift at press-time.