Shineway taps McCann for China sell

Shineway, which recently completed its IPO in Hong Kong, tapped the IPG agency to launch its anti-cholesterol drug, Zhi Ke Ping, and promote its anti-viral medication, Qingkailing, and Huoxiang Zhengqi brand for the prevention and treatment of stomach ailments and diarrhea. McCann Healthcare account director Zhu Wei said Shineway had previously relied on distributors to market its products. McCann's appointment is Shineway's first partnership with an international agency in its drive to dominate the mainland pharmaceutical sector. In an earlier move, it tapped German consulting group Ronald Burger to help its marketing team improve its brand image. In 2004, Shineway spent Rmb 80 million (US$9.6 million), which went mainly into marketing Qingkailing and Huoxiang Zhengqi. With its stock market listing, Shineway expects to increase marketing funds to Rmb 100 million.Shineway competes in the prescription and OTC categories, and has a portfolio of 45 different drugs. The company will continue to use local agencies to market its remaining brands on a project basis. During the pitch, agencies were required to demonstrate their capability in managing a product launch, market research, and their understanding of the OTC market in China. According to Li Zhenjiang, chairman and president of Shineway, the company has seven products under development for launch in the next four years. Shineway works with more than 200 distributors in 30 provinces and municipalities.