A component of Cofco Limited, China’s leading oil and food importer and exporter, Cofco Wines & Spirits is reportedly seeking assistance in the development of corporate social responsibility initiatives based on its sponsorship of the event.
Inner Mongolia Yili Group, meanwhile, is understood to have given Weber Shandwick the task of integrating its sponsorship activities into its overall communication programme.
The wins for Weber Shandwick follow recent efforts by the IPG agency, spearheaded by vice-president Sonny Yang, to increase the relevance of its offering to Chinese clients and to attract new domestic business in China.
Shanghai Mobile, a subsidiary of China Mobile, also recently appointed the firm to raise brand awareness using its status as a sponsor of the city’s 2010 World Expo.
But as domestic sponsors continue to pursue their investments, research from Nielsen indicates a year-on-year decrease in advertising spend from many international brands after heavy initial sponsorship expenditure.
Coca-Cola, McDonalds, Kodak, Omega and Samsung have all been shown to spend about 20 to 30 per cent less on promotional activities in this year’s first quarter than during the same period last year.
Most notably, McDonalds’ advertising expenditure between January and March dipped almost 35 per cent on last year.
By contrast, competitors - and non-sponsors - such as Nokia, Pepsico, Nike and KFC were found to have ramped up spending.
Richard Basil-Jones, managing director of Nielsen Media Research, said the findings were representative of a “dilemma” faced by sponsors when allocating advertising spend around a major sporting event.
Shandwick clinches Olympics briefs
BEIJING - Chinese alcoholic beverage company Cofco Wines & Spirits (Greatwall Wine) and dairy producer Inner Mongolia Yili Group have appointed Weber Shandwick as public relations partner to help maximise the effectiveness of their sponsorship of the Olympic Games.
