The review followed Kraft Foods' acquisition of Cadbury earlier this year. This appointment is the latest in a series of realignments that began in Europe several months ago, but this decision represents the single largest regional consolidation for Kraft Foods to date. Previously, Mindshare worked with Kraft Foods in Southeast Asia, while Cadbury worked with various agencies including Carat, Starcom Mediavest and ZenithOptimedia.
"As integration continues with Cadbury, we wanted to align our marketing agencies to realize scale advantages, help us to cascade best practices from both legacy companies and accelerate the growth of our business in these dynamic markets," said Shawn Warren, VP-marketing for Kraft's food division in Asia/Pacific.
Tuzki, a quirky rabbit philosopher known for cheeky expressions and humorous body language, has become a sensation in East Asia, particularly through digital media formats like instant messaging, social networks, games and mobile applications.
Click will manage all product and promotional licensing, as well as premium and publishing development on behalf of TurnOut Ventures, and is exploring opportunities to create unique Tuzki-branded lifestyle products in categories like consumer electronics, apparel, accessories, sporting goods and home furnishings.
"Tuzki engages today's net generation with innovative and creative digital products. Our partnership with Click expands on this by allowing Tuzki fans to extend their digital lifestyle via tangible products where they can experience the mischief and mystery inherent in the Tuzki brand. Click's appointment ties in perfectly with our long term brand development plans and further expands Tuzki's reach beyond its origination in the digital realm," said Benjamin Grubbs, TurnOut's Hong Kong-based general manager.
TurnOut has also teamed up with game developer WizQ to launch Tuzki's first social network game, in the first half of 2011. The game challenges players to build an empire, and possibly a fortune, by running their own virtual business. To succeed, players need to staff up and focus on producing a variety of quirky products.
Charm, a joint venture partner of Aegis Media, just renewed a similar exclusive ad arrangement with Shanghai Dragon Television for 2011.
This week Charm signed an exclusive agreement with Beijing Gehua Cable TV Network Co. to operate digital media advertising on its interactive HDTV platform. Gehua Cable is a leading digital cable TV operator in Beijing, reaching over 4 million subscribers with 100 channels.
Beijing Gehua Interactive HDTV has over one million subscribers, making Beijing the largest HDTV market in China, and expects 1.3 million by year end.
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