FYI 12.01.2010

Kraft Appoints Mindshare; Fancl Hires Carat; Turner Signs Click as Sole Tuzki Agent; Charm Does Deal with Three TV Broadcasters; Wwwins Isobar Promotes Wayne Fan; Y&R Names Gunny Park; Euro RSCG Promotes Barbara Yeh; PHD Hires Aaron Wild

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Kraft Foods has appointed Mindshare as its media agency of record in Southeast Asia, including Hong Kong and Taiwan. The business, worth over $100 million in media spending across the region on brands like Oreo, Tang and Cadbury, will move by the end of the year.

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.

Japan's Fancl Corp., which manufacturers cosmetics free of preservatives, has appointed Carat to handle its media planning and buying business in Hong Kong, worth $18 million in billings according to local media monitoring service Admango. The win followed a pitch against two other agencies, including incumbent MediaCom.
TurnOut Ventures, a joint venture between Turner Entertainment Co. and Outblaze Investments has signed Click Licensing as the sole agent for its Tuzki digital animated character in China, Hong Kong, Taiwan and Macau.

Turner's Tuzki character
Turner's Tuzki character
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 Communications' Shangxing Media unit has signed an exclusive three-year agreement with Hubei Provincial Economic TV. The station is one of the top three terrestrial channels by reach and ratings in Hubei province, and is the leading channel in Hubei's provincial capital Wuhan. Hubei province is located in central China and has a population of over 60 million.

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.

Wwwins Isobar has promoted Wayne Fan to managing director of its Shanghai office from VP-head of account services. In his new role, Mr. Fan will be responsible for overseeing the Aegis-owned digital agency's operations in Shanghai, where it works with marketers like Coca-Cola Co., Anheuser-Busch InBev, Adidas, Procter & Gamble Co., and Walt Disney Studios. Mr. Fan joined Wwwins Isobar in March 2008 as regional business director working on Coca-Cola brands.
Young & Rubicam has hired Gunny Park as exec creative director of its Beijing office. Clients include LG Electronics and Dell. Most recently, he was a senior manager at the digital marketing agency F5DC in Singapore. He has also held senior creative roles at JWT and Ogilvy & Mather in South Korea.
Euro RSCG has promoted Barbara Yeh to general manager of its Hong Kong office from director of client services, responsible for overseeing the agency's daily operations and working with marketerslike Yum Brands and Sony Corp.
Omnicom Media Group's PHD has appointed Aaron Wild as general manager of its Shanghai office. Previously, he was Mindshare's regional client leadership director for the Middle East and North Africa, but before that, he lived in Guangzhou and Shanghai working for media agencies such as ZenithOptimedia and Universal McCann.

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