Beijing – After a competitive pitch from last November, local dairy gaint Yili (伊利) recently has splited its media account into two 4A media agencies – GroupM/Mindshare(传立媒体) and UM (优盟).

Incumbent agency Mindshare retains major portion of the media account, and will handle all media planning duties for all product-lines, as well as major media buying duties on traditional TV buying.

Meanwhile, UM has gained small TV buying duties on
some local markets, and all print media buying, which previously handled by OMD Beijing.

As said, Mindshare/ GroupM will take on around 80 percent, while UM takes residual around 20 percent, based on media spending.

By: admin

  • […] In Janaury 2011, Yili splited its media account into Mindshare and UM. […]

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