COFCO taps PR for brand building exercise

Beijing - COFCO Wines & Spirits, the beverage unit of China's state-owned conglomerate, has appointed Weber Shandwick on a 12 month retainer following a five-way pitch to provide product PR services.

Weber Shandwick worked with COFCO in May last year to help the Beijing Olympic sponsor launch a series of marketing initiatives for its Olympic-edition Great Wall Wine ahead of the Games in August.

Wang Hong, vice president for COFCO Wines & Spirits was impressed with Weber Shandwick's "strategic thinking, creative ideas, and most importantly, their understanding of our brand and business needs."

Weber Shandwick Beijing is tasked to implement a range of PR activities for the various COFCO wines and spirits brands including Great Wall Wine that involve media relations, events, PR training and interactive, social and emerging media activities.

Eric Thain, account director at Weber Shandwick Beijing said they look forward to applying its deep food and beverage expertise to increase awareness of COFCO's brand.