Y&R won the three-way pitch beating incumbent agency JWT Shanghai and independent agency Nitro.
JWT Shanghai has worked with Harbin Beer on a project basis for a few years.
Established in 1900, the domestic beer brand operates in the mass market alongside direct competitors Snow Beer and Tsingtao Beer.
MediaCom China's Shanghai office won AB InBev's media pitch called in June last year. The contract, reportedly worth US$190 million (RMB1.3 billion), took effect on 1 October 2010.