Frito-Lay switches to MindShare

Billings were not revealed, however, according to Nielsen Media Research, the brand last year spent about US$5 million.

The move comes just a little more than a month after Frito-Lay dropped OMD for MindShare in Taiwan. MindShare also services the account in India.

The appointment was precipitated by PepsiCo's to extend its working relationship with MindShare in Asia-Pacific, according to MindShare Shanghai managing director, Bessie Lee.

"They checked us out to see if we had the same resources in terms of high-calibre people and research and other capabilities as they examined the possibility of a business partnership with us," Lee said.

Media buying rates and strategic planning were among a number of capabilities, which were put under the spotlight.

PepsiCo Foods China marketing director, Shireesh Joshi, said: "MindShare Shanghai was able to demonstrate to us top-level planning and buying capabilities, and the resources and talent they were able to devote to our business convinced us that it was the most suitable partner to help us build our business in China."

The appointment is effective from July 1 and covers all Frito-Lay brands, including Lays, Lays Boundless and Cheetos.

There was no change in the creative assignment, which remains with BBDO.