Ogilvy & Mather was the incumbent on the account, though Japanese agency ADK has and will continue to look after some Mengniu brands.
ZenithOptimedia will continue to handle media.
Mengniu controls 25 per cent of the China ice cream market and is number one by volume. Particularly strong in low- to mid-range price groups, Mengniu is looking to expand into the premium ice cream sector.
"Mengniu faces competition from international brands such as Haagen Das in the premium price range, and we were picked after having handled a project for one of their brands in that range," said Charles Sampson, CEO of Saatchis Beijing.
