The Taiwan-based food giant had been a mainstay client of MindShare since the agency was formed five years ago. It had the account until January, when President awarded it to Shanghai-based Vision & Value.
Bessie Lee, MindShare Shanghai managing director, said after the client held a review in August, first the creative was moved to McCann-Erickson and then the media to MindShare without a pitch.
The account involves media planning and buying for instant noodle brand Lai Tong. McCann rolled out a television commercial at the beginning of this month, but an overall strategy for the campaign has yet to be decided.
Last year, the company spent RMB200 million (US$24 million) in advertising the brand in China, according to Nielsen Adex.