Mindshare, VML win China digital account for Master Kong Beverages

MindFMCG brand Master Kong Beverages has awarded its China digital media planning and buying business to the WPP collaboration of Mindshare and VML, following a head to head pitch with Dentsu Aegis Group and Isobar.

Mindshare said the appointment will expand its role for the brnd beyond its work on traditional media planning and buying.

VMLMaster Kong’s Beverages digital spend in China is US$85m, making it one of the most active FMCG brands in the market.

“The collaboration between Mindshare’s MPower team and VML clearly demonstrated a robust understanding of not just the digital landscape, but how it could work most effectively through an integrated planning framework,” said Master Kong Beverages senior deputy general manager TK Wang.

MPower chief operating officer Kevin Zhou said the addition of VML’s creative capabilities will enable it to to create “truly groundbreaking communication platforms”for Master Kong Beverages.

“We look forward to demonstrating the power of cross agency collaboration for one of China’s most dynamic brands,” he said.

Clark Sun, VML media vice president added: “We will continue to focus on driving insights, innovation and integration across all digital media, so as to deliver brand growth and media-to-shelf business impact for all Master Kong beverage brands.”


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