Lowe was chosen as the brand and creative agency, after a screening with several 4A agencies.
Nature's Bounty is one of the biggest supplement brands in the US, but it only entered the China market a few years ago. It has largely focused on distributions through high-end pharmacies, supermarkets and department stores in tier-one cities.
The agency says the client is now rolling out an aggressive three-year plan to boost the branding by expanding throughout China.
Lowe Beijing has begun planning for the brand positioning with the client, acknowledging that this will be a significant challenge, given the health supplement market in China is very competitive. Other global players including Amway, Nu Life and Herbalife have already built strong market and advertising presences.
This is the first health supplement account that Lowe Beijing has won, but its GM Fanny Yum has extensive experience in working with food and pharmaceutical clients through earlier roles with other agencies.