Yili Group extends partnership with Mindshare China

Chinese dairy products producer Yili Group has extended its contract with Mindshare China and expanded its remit to help strengthen the brand's position in China.

Yili Group has been working with Mindshare China since 2008. In addition to handling media duties in China and Southeast Asia, Mindshare China will also be responsible for social media influencer planning and pan-entertainment planning.

“We are incredibly honoured to expand our longstanding relationship with Yili as their growth partner, whose business has grown from strength to strength over the past decade. Our entire team is committed to continuing to foster this partnership while delivering the innovation and media excellence that Yili Group needs to become the world’s top dairy provider within this decade," said Benjamin Condit, Mindshare China CEO.

A spokesperson for Yili Group's media department added, “Looking back on the collaborative relationship between Mindshare China and Yili Group, we have been working together to continuously drive the group's growth in media and communications for over a decade. Looking ahead, Yili’s mid-term goal is to advance to the rank of global top three dairy companies by 2025. Our long-term goal is to become the world’s top dairy provider by 2030."

"We look forward to commencing a new chapter with Mindshare China after a fruitful ten-year journey together, and we hope the Yili team at Mindshare China will continue to work with us to break new ground and synergise media innovation, empowerment and strategic direction. We can co-create better business as well as a brighter future," the spokesman added.

Mindshare China works with other F&B brands in China too. Last year, Yum! China retained Mindshare China as its media agency without a pitch. Yum! China first began its partnership with Mindshare in 1997. According to Mindshare China, Yum! China highlighted the importance of finding a true growth partner and wanted to identify and define the evolving value of agency expertise for their individual business needs.

For the last two decades, Mindshare has played a pivotal role as Yum! China’s media partner. Mindshare China has harnessed speed to transform, with the team today being entirely comprised of digital experts focused on lifetime value consumer creation within the Yum! owned ecosystem.

(Photo courtesy: 123rf)

Related articles
Mindshare China retains Yum! China account without pitch
Mindshare China contributes to network-wide #ChangeTheBrief climate change scheme