Leo Burnett has been the creative agency for APB's Heineken brand for more than four years in China, and has worked on advertising projects for Anchor on and off in the past.
In contrast to Heineken, which is a premium beer brand in China, Anchor is targetted towards the mass market and currently the number-one selling beer brand in Hainan Island, Southern China and Cambodia, and also has an active presence in Southeast Asian markets like Singapore, Malaysia and Vietnam.
APB appointed Mindshare China to handle media planning and buying for its Heineken and Anchor brands in July after a competitive pitch that included several undisclosed agencies.
Mindshare's appointment ended the company's three-year contract with ZenithOptimedia Guangzhou.
Anchor, positioned as a value-for-money beer brand, was first brewed in Singapore over 70 years ago using German technology and brew masters.
In contrast to Heineken, which is a premium beer brand in China, Anchor is targetted towards the mass market and currently the number-one selling beer brand in Hainan Island, Southern China and Cambodia, and also has an active presence in Southeast Asian markets like Singapore, Malaysia and Vietnam.
APB appointed Mindshare China to handle media planning and buying for its Heineken and Anchor brands in July after a competitive pitch that included several undisclosed agencies.
Mindshare's appointment ended the company's three-year contract with ZenithOptimedia Guangzhou.
Anchor, positioned as a value-for-money beer brand, was first brewed in Singapore over 70 years ago using German technology and brew masters.
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