Master Kong extends partnership with WPP Media

Master Kong Beverages has renewed its media partnership with WPP Media's Mindshare following a competitive pitch. The appointment will last for three years. 

Building on 11 years of trust, both parties are committed to navigating future challenges together. Over the next three years, Mindshare will continue to provide integrated media services across all Master Kong Beverages product lines, leveraging advanced AI-powered marketing and omnichannel strategies to support digital transformation and drive sustainable growth. 

During the pitch, the Mindshare team stood out for their professionalism, passion, deep understanding of business challenges, tailored strategic solutions, quick responsiveness, and strong media expertise—ultimately securing the account. 

Since beginning its partnership with Master Kong Beverages in 2014, Mindshare has supported the brand through eleven years of market evolution. Today, the beverage industry faces significant challenges: rapid product innovation, a steady influx of new brands, increasingly segmented market niches, and diverse media and consumer communication needs across product lines.

In the FMCG sector, brands manage extensive portfolios of sub-brands and SKUs, making competition at both the brand and product levels even more sophisticated. As digital transformation accelerates, Mindshare leverages its deep industry expertise and technological innovation to deliver people-centric, data-driven solutions—creating an advanced communications matrix for multi-brand, multi-product portfolios and providing Master Kong Beverages with tailored strategies for every stage of growth. 

In response to the diverse challenges of segmented markets, Mindshare will fully leverage the integrated strengths of Open Intelligence and WPP Open to develop tailored media strategies for each product line, enabling more precise and efficient resource allocation and consumer engagement. 

“Our 11-year partnership with Master Kong Beverages has allowed us to grow together through different brand stages and gain deep insight into the unique challenges of China’s FMCG market,” said Linda Lin, president, client solutions, WPP Media China. “This renewal is a testament to our strategic vision and technological strength. In today’s omnichannel digital landscape, we will build a new communications framework based on WPP Open, using our expertise in digital technology and data to accelerate the client’s digital transformation and turn insights into sustainable growth.” 

MARKETING-INTERACTIVE has reached out to Master Kong for more information.

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