Danone, the French FMCG giant, which entered the China market in 1992, has used a number of smaller local digital agencies on a project-by-project basis. This is the first time the brand has chosen a digital agency in China to join its long-term agency roster including creative agency Y&R and ZenithOptimedia.
Nurun has long history with Danone Group in France, Canada and Spain.
Emmanuel Paget (pictured), business development and communication director for Nurun China said the agency won the account without a formal pitch because "our thinking of digital is a tool and not a media. Digitial is based on design thinking and methodology."
Nurun’s digital client portfolio includes Volkswagen, L’Oreal, Pernod Richard and LVMH.
Paget pointed out that Danone played a role as game changer in the midst of product quality concerns in the dairy segment in China over the past few years, offering Chinese consumers high quality and safe products.
However, China local media reported in December that Danone China had announced the closure of a yoghurt factory in Fengxin, Shanghai. A spokesperson at the time said production would be stopped temporarily to review processes. The plant mainly produced Danone brand yoghurt and lactobacillus drinks for the market in Shanghai.
Nurun is a subsidiary of Quebecor Media, one of Canada’s largest media companies. Nurun’s international network includes 1200 professionals in Asia, Europe and North America, including 120 in China. The company has long-term relationships with FAW-VW, L'Oreal China and Pernod-Ricard.
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