Jenny Chan 陳詠欣
Mar 18, 2013

GroupM agencies tipped to capture some of Master Kong's media business

SHANGHAI - A consortium of GroupM agencies has reportedly won some of Master Kong's media business from nine-year incumbent Carat following a pitch held in Tianjin in January.

GroupM agencies tipped to capture some of Master Kong's media business

OMD was also involved, but only in the initial presentation of credentials. The client eventually allocated the business to Carat and GroupM on concerns of a single agency dominating media-rebate practices, according to insider sources.

Carat will continue media planning and buying duties for all instant noodle products, and GroupM will form a special team with a mix of staff from its four sub-agencies to handle all of Master Kong's beverage products.

CTR's 2012 data show that three FMCG players (P&G, COFCO and Master Kong) in China have reached more than 100 million urban families in terms of market penetration, and all three have managed to extend their buyer base, demonstrating that even the giants have room to grow. The brand reduced its advertising expenditure in 2012 by 14.6 per cent.

Source:
Campaign China

Related Articles

Just Published

16 hours ago

Yannick Bolloré: ‘AI is a powerful creative partner’

Ahead of Cannes Lions, the chief executives of the 'big six' holding companies and senior leaders give their views on a range of topics relating to creativity and business. Today, it’s the turn of Havas' chief executive and chairman, Yannick Bolloré.

19 hours ago

Hilton readies ‘connected story’ in latest Asia ...

Amid Hilton's ambitious growth plans and a fresh campaign with Bollywood star Deepika Padukone, Campaign sits down with Hilton’s VP of marketing and loyalty to chat about the challenges of marketing a myriad of hotel brands to Asia's diverse audiences.

19 hours ago

2025 Cannes Contenders: Angie Tijam-Tohid's top bets

Havas Ortega Group's executive creative director handpicks work with meaningful social impact that could win a Lion next week at Cannes.