China Huiyuan Juice appoints Ogilvy & Mather and MEC

Shenan Chuang (庄淑芬), O&M Greater China CEO, personally led the Beijing team to win the pitch for this assignment. The scope of work will include advertising, social media, website re-development and packaging design involving O&M Advertising, Social@Ogilvy, OgilvyOne, and RedWorks, as well as media planning and buying through sister agency MEC.

Huiyuan Juice CEO Su Ying Fu (苏盈福) has "completely overhauled the company’s structure to focus on innovations in marketing and branding" in 2013, according to Chuang.

Strategically, Huiyuan Juice will continue to strengthen its leadership in the fruit-juice concentrate market with more precise brand positioning for different consumer groups.

O&M is tasked with helping Huiyuan Juice become more consumer-centric from its B2B roots in China’s fruit juice industry.

Campaign Asia-Pacific believes Huiyuan has been working without agency partners for a period of time, having worked with Saatchi & Saatchi and JWT in the past.

Established in 1992, the privately owned juice producer owns more than half of the market share for juice products in China.