DDB reportedly wins Pepsi China creative duties for major 2014 project

Sources close to the pitch told Campaign Asia-Pacific that the result leaked out two weeks ago.

Although Campaign has been unable to glean details of the assignment, reportedly the new business is for a major global event next year.

One source explained that as the three agencies, DDB, BBDO, and TBWA (all under the Omnicom Group) are Pepsi’s global roster agencies, the normal procedure is for the brand to ask all three to contribute ideas for new projects. The agency that comes up with the best idea wins the project.

Pepsi is reportedly in a stronger position in the country thanks to a November 2011 alliance with Master Kong. The agreement saw Master Kong take over Pepsi's 24 bottling plants in China, while Pepsi took a 5 per cent stake in Master Kong (Drinks) Holdings, a subsidiary of Master Kong.

According to a 23 October news article in China Daily, the strategic alliance between Tingyi Holding, maker of the Master Kong brand, and PepsiCo is off to a strong start, "generating positive results for both companies since it was formed last year". The articled stated that following the agreement, Tingyi has expanded production and distribution of PepsiCo brands throughout China by adding more than 35 manufacturing lines to produce both carbonated and non-carbonated drinks.