Y&R wins Midea's creative account

The five-way pitch took place in early December last year and also included Guangzhou-based agencies CC&E and Newsun JWT. The incumbent agency McCann Erickson Guangming Guangzhou did not join the pitch citing its fees were too expensive for the client.

Y&R Guangzhou previously worked on the creative account for Midea’s air conditioning in 2001 and 2002. The agency also worked on Haier’s Beijing Olympic project in 2008. 

Mindy Guan, business development director at Y&R Guangzhou said: “The domestic market potential for home appliances is huge, especially in lower tier cities and also among young adults who are starting to buy their own flats. The brand wants to upgrade its positioning from mid price range products.”

“Midea used Chinese movie star Gong Li as its advertising spokesperson last year. Chinese consumers are well aware of the brand name already; the client’s focus in 2010 is to improve and showcase its technical quality through its marketing rather than just using celebrity endorsement,” she added.

Midea is headquartered in Shunde, Guangdong and is one of the leading home-grown home appliance brands in China.
Its shower heater is currently the number three player in the China market behind US brand A.O. Smith and Haier.

Saatchi & Saatchi currently handles Midea's main home appliance account, whereas Ogilvy & Mather holds the creative account for Midea's air conditioner.