Benjamin Li
Oct 21, 2013

Mengniu pitches media business

BEIJING - Dairy giant Mengniu has called a media pitch, with Carat, Starcom and its incumbent agency Optimedia vying for the business.

Optimedia holds Mengniu's account
Optimedia holds Mengniu's account

Pitch meetings take place this week, a source close to the matter confirmed to Campaign Asia-Pacific.

As we reported in April, 2012, Mengniu re-appointed Optimedia as its online media strategy, planning and buying partner for two of its brands, Guan Yi Yoghurt and YoyiC.

The Financial Times reported on June, that Mengniu was looking to rebuild its reputation and secure safe supplies of baby formula with a bid to buy Chinese milk powder producer, Yashili International, in a deal worth more than US$1.6 billion.


Earlier this year, Mengniu invited Taiwanese pop band, Mayday, to endorse the company’s sour milk brand in an ad campaign.

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