The company awarded its media planning assignment for White Rabbit confectionary to MindShare without a pitch. MindShare will work on the White Rabbit milk candy and Pure Heart brands.
Earlier in the year, the company assigned the creative assignment to local shop Megacom, a former FCB affiliate, following a pitch. MindShare Shanghai managing director, Bessie Lee, said the company was facing keener competition from international names, including Cadbury Eclairs, Dove Delights and Caramella. MindShare has started media planning for the brand's traditional advertising season, which begins in October and lasts till Chinese New Year to capitalise on the festive period and the gift-giving season.
