Seven agencies invited for Mengniu digitial-media pitch

A source close to the client said the media pitch is for Mengniu’s digital business in China, which is currently shared between Ogilvy Neo and ZenithOptimedia.

Optimedia has been working on Mengniu’s traditional media business for more than seven years.

An undisclosed source close to the pitch told Campaign Asia-Pacific that, “unlike most international companies, which normally like to consolidate their advertising business in one agency, Mengniu likes to work with several agency partners due to guanxi (relationships) with the boss". The digital pitch also signals that Mengniu is expanding its digital efforts.

Grey was invited to a pitch against incumbents DraftFCB, McCann and Ogilvy three months ago. Subsquently Grey China was awarded Mengniu's brand portfolio management assignment and some major consumer brands.

However, a source from Grey China said that other agencies now still retain some Mengniu business.