SHANGHAI: Maximize and Motivator have nabbed the Mars(玛氏食品) media business in China and Hong Kong following a multi-agency shootout.

Incumbent Starcom, OMD and a local agency also pitched for the account, which includes planning and buying for Mars’ range of confectionary and pet food brands operating under Effem Foods.

According to Quinn Taw, Beijing-based managing director at MindShare, the business is worth US$100 million. He said client conflict prevented MindShare, which handles Nestle and Frito Lay in China, from handling the business. “Mars was quite firm that they didn’t want client conflict but they needed size and clout,” said Taw.

The pitch required agencies to focus on planning through integrated communications. Taw said BroadMind, WPP’s sports marketing and syndicated programming division, was key to winning the business. Maximize’s brief is to expand on Mars’ strategy of featuring content through programme syndication.

Updated: in 2004 spring, Maximize renamed itself to MAXUS; In 2006, MAXUS China transfer its client (including Mars)and resources to new-created firm Mediacompany(MediaCom)



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