Staff Reporters
Feb 21, 2022

Mindshare China retains Yili, expands remit

Dairy provider hands agency additional duties around social KOL planning and entertainment planning.

Mindshare China retains Yili, expands remit

Mindshare China announced that it retained media-planning duties for Yili. 

In addition to Mindshare’s duties planning all of Yili’s media in China (as well as Southeast Asia), Mindshare has also extended its remit to include social KOL planning and entertainment planning.

Mindshare has held the account since 2008.

A Yili spokesperson said the company aims to be among the top three global dairy companies by 2025 and to reach No. 1 by 2030. "We look forward to commencing a new chapter with Mindshare after a fruitful 10-year journey together," the spokesperson added.

Mindshare's China CEO, Benjamin Condit, said the agency is honoured to expand its longstanding relationship with Yili as its growth partner and aims to "deliver the innovation and media excellence Yili needs to become the world’s top dairy provider within this decade".

Related Articles

Just Published

1 day ago

Why Hong Kong’s outdoor advertising is underperforming

Based on a recent study by Hong Kong Baptist University, OOH ads are failing to capture people as they severely lack creativity.

1 day ago

Women to Watch 2022: Tara Crosby, Twitch

Overseeing Twitch’s highest-performing sales team in APAC, Crosby’s passion and ability to lead from the front has seen her smash targets and even outpace forecasts.

1 day ago

Campaign CMO Outlook: Is the metaverse a fad or ...

In this second part of the 2022 CMO Outlook report, Campaign uncovers how chief marketing officers view a new form of digital advertising; metaverse-based marketing. Meanwhile, marketers also reveal their latest thoughts on talent and on agency partnerships.

2 days ago

What I learned leaving the agency world for tech

And what I'm up to now that I’m back.