FMCG giant General Mills chooses MediaCom and Leo Burnett in Hong Kong

MediaCom and Leo Burnett replaced the incumbent agencies Starcom, which had held the media account for two years, and Bates Asia, which was employed in 2010.

In the Hong Kong market, Häagen-Dazs and Wan Chai Ferry, a premium brand of Chinese dim sum foods, are two of its most active brands.

According to Admango, 2011 monitored spend for Häagen-Dazs and Wan Chai Ferry were US$6 million  (HK$45 million) and US$3 million (HK$25 million).

Shirley Chau, business director - Häagen-Dazs  of General Mills Hong Kong told Campaign Asia-Pacific that the company chose MediaCom due to its strong negotiation power and mature and stable team.

"We will work hand in hand with clients to strive for the best, innovative communication solutions for their superior brands like Häagen-Dazs and Wan Chai Ferry," said Cecilia Chan, managing director of MediaCom Hong Kong.

Chau also mentioned that Häagen-Dazs, which has 24 retail outlets in Hong Kong, will have year-round ad campaigns, as the brand also offers products like ice-cream mooncakes and fondue.