China: Asia Pacific Breweries chooses ad agency for its Heineken and Anchor brands in China

Asia-Pacific Breweries (APB) has appointed Mindshare China to handle media planning and buying for its Heineken and Anchor brands after a competitive pitch that included several undisclosed agencies, the Media posted on July, 17.

Mindshare's appointment ends the company's three-year contract with ZenithOptimedia Guangzhou.

Mindshare will handle media duties connected with above- and below-the-line activity.

Billings for Heineken-Anchor regionally are believed to be between US$10 million and $12 million, though spend in China is thought to be relatively small.

Ang Chong Lee, marketing director, Heineken-APB (China), said the brand had picked Mindshare to “deliver greater value and impact within tight communication budgets”. He added that the agency would be “developing bespoke solutions, to create cut through in this cluttered market”.

Heineken-Anchor does not have a creative agency of record in China. Bates141 worked on the account two years ago, say sources.

Mindshare also handles Diageo regionally.

17 July, 2009