BBH China wins multi-agency pitch for dairy brand Mengniu Zhen Guo Li

Chinese dairy brand Mengniu Zhen Guo Li has appointed Bartle Bogle Hegarty as its new agency of record – responsible for strategy, creative, integrated marketing communications and packaging design. 

Following a multi-agency pitch, BBH China won the business.


Mengniu Zhen Guo Li head of marketing Xu Ying was “really impressed with the quality of ideas presented by BBH”.

Ying added: “The agency was appointed for its sharp local insight and a strong creative 360 idea, offering a well thought through campaign proposal.”

Labelling the brand as the “market leader” and “hugely interesting”, BBH China chief executive officer Christine Ng said she was delighted with the win.

“Together with the client, we are looking forward to elevating the creative potential of the brand in China,” added Ng.

Mengniu Dairy Company was established in 1999. The company manufactures and distributes dairy products across China.

BBH was founded in 1982 by John Bartle, Nigel Bogle and John Hegarty and employs 1,000 staff worldwide. The agency has offices in London, New York, Singapore, Shanghai, Mumbai, Delhi, Los Angeles and Stockholm.

BBH China opened its Shanghai office in 2006 with just eight people and has since grown to house 85 staff, servicing some 23 clients.


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