The company has handed the relaunch assignment for its leading brands, President 100 and Lau Yi Tong, to D'Arcy, ending Ogilvy & Mather's 10-year hold.
The assignment is national and D'Arcy will be involved in strategy and creative.
D'Arcy's North Asia business development director, Richard Tan, said President called for a review as it was looking to refresh the image of both brands in an oversupplied category.
The six-way pitch included Dentsu and two agencies each from China and Taiwan. O&M did not participate in the pitch, but the agency will continue handling President's four other noodle brands, including Qiao Mian Guan.
MindShare will continue to handle media for all six brands.
