Tsingtao Brewing Co. has appointed WPP's Ogilvy & Mather to develop the overall brand strategy and creative for its full product line, including Tsingtao Pure Draft, Tsingtao Lager, Ice Beer and Tsingtao Light.
The Qingdao-based brewery in northeastern China has worked with several agencies in the past, including Publicis Worldwide and Saatchi & Saatchi, both part of Publicis Groupe. The account will be jointly handled by O&M's Beijing and Shanghai offices.
Tsingtao is one of China's leading local beer manufacturers and the only one with a major overseas presence. Founded in 1903 by German settlers, the Chinese company has two foreign investors. Asahi Breweries of Japan has a 19.9% stake, while Anheuser-Busch InBev, the largest beer maker in the world, has a 7% share.
CR-Nielsen will audit all in-video (pre- and post-roll) advertisements on Youku.com, the first internet video site in China to adopt this measure to promote transparent data for advertisers.
CR-Nielsen's ad tracking system will independently monitor Youku's ads, and forward relevant data to advertisers directly. CR-Nielsen will adopt a unified, standard index system, and will make the data comparable to or compatible with traditional television commecial tracking data.
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