Staff Reporters
Mar 8, 2021

Burger King appoints UM China

The Mediabrands agency will manage the brand's media planning and buying.

Burger King appoints UM China

Following a competitive pitch, Burger King China appointed Mediabrands agency UM China to manage its media planning and buying business.

This client is a new one for UM in China and APAC, and the agency won the contract following a pitch involving shops from several other competing global networks. 

Restaurant Brand International, the owner of Burger King, has an expansion plan in China and in the region. UM China says it won the business by demonstrating its 'Futureproof' philosophy, strength in leveraging data and personalised content, and the ability to address tangible targets by applying a result-driven approach.

Prior to the pandemic, Burger King planned to open another 1,000 stores in China within three years, but like all companies it took a hard hit from early lockdowns and had to temporarily shutter half its stores in China, before business recovered as the market re-opened. Meanwhile, TAB Food Investments, which operates the China business, is reportedly considering selling it

"Burger King is a very sophisticated marketer and has led an incredibly rigorous process which demonstrates the importance they place on the role of communications within their business," Dominic Ng, MD of UM China, said in a release. "We’re looking forward to supporting Burger King’s ongoing business success with some great work.”

The win adds to UM's existing food and beverage remits in China, including media planning and buying for the beverage and instant noodle divisions of Uni-President in China. 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Cannes Lions Grand Prix winner faces scrutiny over ...

DM9, part of the DDB network, faces fallout over its Grand Prix-winning campaign for Consul Appliances, with Chief Creative Officer Icaro Doria stepping down after allegations of AI manipulation and unauthorised footage usage.

1 day ago

Cannes Lions faces calls to step up action on ...

Women sought refuge in the Empower Café when the Cannes Lions safe zones were not open.

1 day ago

WPP Media appoints first global client presidents ...

Caroline Foster Kenny and Stephanie Prager are the new global client presidents.