GUANGZHOU- China brewery Kingway Beer(金威啤酒) has appointed Leo Burnett Guangzhou to handle its USD 2.5 million Hong Kong and China business and Starcom for media.

It is the first time that Kingway, which began operations in Shenzhen 10 years ago, has assigned its advertising business to an multinational agency as it is looking to bring consistency in its brand promotions across all the markets it distributes to.

Kingway has traditionally featured its product in all its advertising campaigns. However, Leo Burnett Guangzhou managing director, Ben Tsang, said that a new marketing platform is being planned which will result in a change in direction in the brewer’s advertising strategy.

The change is needed or it will be difficult “to differentiate Kingway from all the other beer brands on the market”, Tsang added.

Media planning and buying services will be provided by Starcom, Burnett’s media arm.



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