In a media-only pitch that focused on strategic planning and
implementation optimisation, the media agency picked up three brands -
Bai Jia Hei, a cold and cough medicine; Xiao Bai, a cold medication for
children; and Si Ji Sam Huang, an over-the-counter medication to promote
better blood circulation.
MediaCom and two local agencies were the incumbents on the TopSun
assignments.
There was no creative review. Topsun retains a roster of multinational and local agencies for creative work.
MindShare China chief executive officer, Chris Walton, said the agency won the assignments after demonstrating its "strategic thinking and media investment optimisation abilities".
Walton said the appointment of a multinational media agency for both planning and buying was a significant development for a local brand.
"We are starting to see local clients placing a greater importance on building brand equity and increasing the value of media investments.
"They are also paying more attention on their return on media investment and they are very meticulous about the rates they are paying,
Walton added.
