China National Cereals, Oils and Foodstuffs Import and Export Cooperation (COFCO), has appointed WPP Group's MediaCom to handle media planning and buying for a new fruit juice brand, Lohas. Founded in 1952, COFCO is a leading grain, oils and foodstuffs import and export company and is China's largest food manufacturer.
The win follows a three-way pitch against another GroupM company, Mediaedge:cia, and Aegis-owned Vizeum. MediaCom has managed the media planning and buying for two other COFCO brands, Great Wall wine and Fortune oil for the past six years.
The WPP Group agency will handle strategic planning, marketing, communication and media implementation for Embry, which wants to build its brand more aggressively in China. Media buying will be handled by both Embry and Mindshare on a project basis.
There was no pitch. Mindshare approached Embry with a proposal to help the company reinforce its brand in China. Previously, media planning and buying were handled in-house.
OPPO is a Mountain View, Calif.-based electronics manufacturer primarily known for its DVD players but it has been expanding its handset sales in China, the world's largest mobile phone market.
In June 2008, for example, the company launched a candy-bar shaped mobile phone, Oppo A103, aimed at teenage girls in China.
"OPPO's young consumer base and extensive retail network will connect even more fans to our game and get them on the court," said Tim Chen, NBA's China CEO in Beijing.
As part of its agreement with the NBA, OPPO will promote basketball, lifestyle trends and its mobile communication capabilities to Chinese youth through the OPPO NBA University Challenge, a three-on-three basketball competition that will be held at 15 university campuses in 10 Chinese cities each year starting in spring 2009.
After a national championship, 15 winners will get a trip to the U.S. to take part in an NBA-style training camp and learn more about the game from NBA players and coaches.
Return to AdAgeChina, click here