Euro RSCG appointed AOR for six Yili dairy products

BEIJING - Euro RSCG has been rebuilding its relationship with China's dairy bohemoth Yili. After losing all accounts in 2009, the agency's Beijing and Shanghai offices have won several brand contracts this year, capped by this month's one-year project account for Chang Qing and Pureday Yoghurt.

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Yili has 5 product lines: liquid milk, ice cream, milk powder, yoghurt, and pure milk.

Mason Lin, CEO of Euro RSCG Greater China, says the project account is the sixth in a string of wins for the agency, representing a significant turnaround in its business with the Inner Mongolia Yili Industrial Group.

"We've committed a lot of energy re-establishing our relationship with Yili and growing the account to become one of our largest in China," he said. "Our experienced teams in Beijing and Shanghai have shown real passion and expertise in winning these six Yili brands. "

Along with the Chang Qing and Pureday Yoghurt projects, Euro RSCG won pitches (going against incumbent agencies in each case) for Yili's Satine (Jing Dian) Milk in February, Yili Adult Milk in May, Da Guo Li and QQ Star Yoghurt in September, and QQ Star Children's Milk in October.

Euro RSCG's Shanghai office won the account for Yili's So Mi Ice Cream Chain Stores in July , also on a retainer fee basis.

Yili Group was known as the dairy products provider of Beijing Olympic Games in 2008 and Shanghai World Expo in 2010. It claims to have over 1,000 Yili-branded products available in the Chinese market, across five product lines: liquid milk, ice cream, milk powder, yoghurt, and pure milk.

Source:

Campaign China