ZenithOptimedia, which did not participate in the pitch, previously handled the business. Ogilvy & Mather will continue to manage creative.
Although the most important local player in its home province, Guangdong, Zhujiang lags behind Tsingtao Beer, Snow Beer and Yanjing Beer in the rest of China.
Zhujiang offers a variety of beers, which is a potential source of confusion for consumers. The central challenge of the brief, therefore, is to raise the profile of the individual Zhujiang beers, while not allowing any of the brands to fade into the background.
OMD has begun working on strategy, but declined to comment regarding campaign timing.
