In her last few months before leaving the group for Beam Suntory, Jessica Spence discusses global drinking trends, the changing role of agencies and Asia's still-unrecognised role in global business.
BEIJING - Funglian Group, a subsidiary of Legend Holdings, has appointed Leo Burnett to handle the Ban Cheng Shao (板城烧锅酒) and Wen Wang Gong (文王贡酒) spirits brands in China.
Johnnie Walker wanted to make the global brand promise real and relevant to young Chinese men.
Varying levels of maturity and regulation require acute sensitivity from alcohol brands, and experiential work outlining the finer points of drinking is a growing trend.
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