WPP agencies Mindshare and VML have teamed up to win the digital media planning and buying business in China for Master Kong Beverages, representing $85m in investments.

 

VML and Mindshare’s MPower team will provide Master Kong beverages with the “best digital talents and resources across WPP China”, according to VML media vice president Clark Sun.

“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,” said Sun.

“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 Master Kong Beverages senior deputy general manager TK Wang.

The win, which is effective from 1 March, builds on Mindshare’s current work with the company, with MPower Team already running traditional media planning and buying.

The opportunity to fully integrate the digital planning is “immensely exciting for the team,” according to MPower chief operating officer Kevin Zhou.

“Plus, the addition of VML’s creative capabilities will enable us to create truly ground-breaking communication platforms for Master Kong Beverages. We look forward to demonstrating the power of cross agency collaboration for one of China’s most dynamic brands.”