Mindshare China won the account following a competitive pitch against undisclosed agencies.
“The grocery retail market in China is competitive,” said Sufen Liu, leader for Mindshare Guangzhou, in a release. “In the past, Wal-Mart focused mainly on print media. We will help it to utilise different media platforms, in particular new media, to target a broader section of the population in a cost-effective manner that delivers higher return on investment.”
“The grocery retail market in China is competitive,” said Sufen Liu, leader for Mindshare Guangzhou, in a release. “In the past, Wal-Mart focused mainly on print media. We will help it to utilise different media platforms, in particular new media, to target a broader section of the population in a cost-effective manner that delivers higher return on investment.”
While the account’s billing amount has not been disclosed, Mindshare noted that the brand will likely increase its spend in coming years to parallel the expansion of Wal-Mart in China.
Wal-Mart began its retail operations in China in 1996 in Shenzhen. In February 2007, Wal-Mart China invested in the hypermarket chain Trust-Mart, which operates more than 100 retail units.
