WPP Media renews longstanding partnership with Master Kong beverages in China

Master Kong Beverages has reappointed WPP’s Mindshare (now WPP Media) to its media account for another three years, reinforcing its 11-year partnership that started in 2014.

The renewed mandate builds on last year’s one-year contract, which concluded on June 30. That agreement was largely pinned to a deeper collaboration between Mindshare and Grey China; together they created a dedicated WPP team to provide both creative and media solutions for the beverage giant. As part of the remit, Mindshare launched Master Kong's 2025 Chinese New Year campaign.  

Under the current remit, Mindshare will continue to manage integrated media strategy and planning across all of Master Kong’s beverage lines, including Iced Black Tea, Green Tea, and Jasmine Tea, and tap into AI tools and omnichannel strategies to fast-forward digital transformation and drive sustainable growth.

The agency’s pitch impressed with its data-led strategy, category insight, and quick responsiveness, according to the client.

“Over the past 11 years, our partnership with Master Kong has grown through different brand stages and market shifts,” said Linda Lin, President, Client Solutions, WPP Media China. “This renewal is a testament to that trust. In today’s omnichannel digital landscape, we will build a new communications framework based on WPP Open, using our expertise in digital technology and data to accelerate the client’s digital transformation and turn insights into sustainable growth.”