Master Kong Beverages settles media partner pitch

Master Kong Beverages has awarded its China digital media planning and buying business to the WPP collaboration of Mindshare and VML.With nearly US$85 million in digital media investments in China, Master Kong Beverages is one of China’s most active FMCG brands.For Mindshare’s MPower Team, the win further expands the agency’s role beyond its existing work on the brands’ traditional media planning and buying.“The collaboration between Mindshare’s MPower team and VML clearly demonstrated a robust understanding of not just the digital landscape, but how it could work most effectively through an integrated planning framework,” said TK Wang, senior deputy general manager at Master Kong Beverages.“The opportunity to fully integrate the digital planning is immensely exciting for the team,” said Kevin Zhou, COO of MPower.“Plus, the addition of VML’s creative capabilities will enable us to create truly groundbreaking communication platforms for Master Kong Beverages."Clark Sun, media vice president from VML, added: "We will continue to focus on driving insights, innovation and integration across all digital media, so as to deliver brand growth and media-to-shelf business impact for all Master Kong beverage brands."The joint Mindshare and VML collaboration is effective from 1 March.