Optimedia Shanghai will be responsible for the traditional media planning and buying business of Lee Kum Kee (China), covering all of its product lines.
According to CTR, Lee Kum Kee's 2010 monitored media adspend in China was RMB91 million (US$13 million).
Vivien Xu, GM of Optimedia Shanghai, explained that the client had been expanding in the China market, especially in lower-tier cities. Optimedia's strong media touch points in those markets and understanding of the consumers' media behaviour, plus innovative creative ideas that they put forward in the pitch, was believed to be a good selling point.
Lee Kum Kee's key competitor in China is Haday. The condiment company's target audience is consumers and the catering industry, with Optimedia set to focus on the consumer segment only.
Edwin Wong, the company's director of business development in charge of social media and Facebook, said that Lee Kum Kee's business model used to be more B2B, targeting supermarkets and restaurant chains.
"We opened our online shop on Taobao Mall five months ago, and will also start online shopping in Hong Kong in Q2 and Q3. We are extending our business model to B2C and adopting a more lifestyle marketing positioning," Wong said.
Ogilvy & Mather is Lee Kum Kee's creative agency partner in China.