Saatchi & Saatchi Beijing bags creative business for three COFCO brands

A spokesperson for Saatchi & Saatchi Beijing said that Ogilvy & Mather was the incumbent agency for the brands. Ogilvy declined to comment.

Of the three brands, Lohas is the largest account, as the brand competes with other Chinese FMCG giants includiung Yili, Mengniu and Huiyuan in the juice and yoghurt categories.

Michelle Jiang, managing director of Saatchi & Saatchi Beijing, said that this is the first time that the agency has worked on COFCO account. "There are some internal management restructuring in COFCO," she said. "They have much higher expectations from their agency partners and have more centralized control of their nationwide advertising."

COFCO, is a state-owned foodstuffs import and export holding company. The Group is China's largest food processor, manufacturer and trader.