Yili, the leading dairy producer in China, named Saatchis Beijing its
agency of record after the company presented recommendations for an
integrated above and below-the-line communications strategy. The
incumbent was a local creative agency. Ogilvy & Mather services the Yili
milk brand and that arrangement remains unchanged. The media account,
currently handled by local brokers, is also under review and a number of
multinational agencies, including Zenith Media, are on the hunt for the
business. The entire assignment is estimated to be worth about RMB40
million (about US$5 million).
Saatchis Beijing general manager, Charles Sampson, said: "Yili is
launching a number of new products this year. The brief is focused
around five major launches for 20 new products. The assignment
encompasses above and below-the-line work, including three to four
television commercials, packaging and naming."
The campaigns are expected to begin rolling out between March and May ahead of summer, which is a peak selling period for Yili's ice cream products.
