The move comes after a pitch that is believed to have included fellow GroupM agency Maxus. Industry sources have estimated the account to be worth in excess of US$15 million.
Representatives from MediaCom did not comment on the development. MediaCom is the media incumbent for COFCO’s Great Wall Wine brand, among others.
A source close to the account said that while COFCO’s sub-brands were “exceedingly familiar” in China, its corporate brand had a relatively low profile.
“Traditionally, there is not so much interest in the brands behind corporations in China,” the source said. “The sub-brands are generally more important. So COFCO has never really focused on its own brand.”
COFCO was established in 1952 and is listed under Fortune’s top 500 enterprises. The company has recently taken steps to enter the real estate and hotel industries.
The assignment follows MediaCom’s appointment by Shanghai Volkswagen to handle its digital media account in the mainland last month.
Representatives from MediaCom did not comment on the development. MediaCom is the media incumbent for COFCO’s Great Wall Wine brand, among others.
A source close to the account said that while COFCO’s sub-brands were “exceedingly familiar” in China, its corporate brand had a relatively low profile.
“Traditionally, there is not so much interest in the brands behind corporations in China,” the source said. “The sub-brands are generally more important. So COFCO has never really focused on its own brand.”
COFCO was established in 1952 and is listed under Fortune’s top 500 enterprises. The company has recently taken steps to enter the real estate and hotel industries.
The assignment follows MediaCom’s appointment by Shanghai Volkswagen to handle its digital media account in the mainland last month.
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