Mindshare China retains Yum! China account without pitch

Yum! China has retained Mindshare China as its media agency without a pitch. Yum! China first began its partnership with Mindshare in 1997. According to Mindshare China, Yum! China highlighted the importance of finding a true growth partner and wanted to identify and define the evolving value of agency expertise for their individual business needs.

For the last two decades, Mindshare has played a pivotal role as Yum! China’s media partner. Mindshare has harnessed speed to transform, with the team today being entirely comprised of digital experts focused on lifetime value consumer creation within the Yum! owned ecosystem.

Commenting on the decision to retain Mindshare, Stella Zhong, VP Marketing at Yum! China, said: “The team at Yum! China have been growing hand-in-hand with Mindshare for the over 20 years. We are glad to have such a trusted partner as we face the market challenges of the future, where we will certainly need to rely on each other’s breakthrough thinking to evolve together across all business elements – from systems and methodology to talent capabilities.”

Mindshare China CEO, Benjamin Condit, said: “We are delighted to today announce the retention of Yum! China without pitch. We could not be more grateful to work together with clients like Yum!, who not only encourage Mindshare to stay atop of the industry but enable and trust our solutions to do so. We look forward to evolving our partnership together in the decades ahead.”

Mindshare’s executive chair for Greater China, Linda Lin, added: “Today’s retentions signify not only the depth of trust held with Yum! China, but also a new way of thinking about the agency-client relationship.”

“Clients such as Yum! who regard agencies as growth partners have witnessed tremendous growth in a short time span, evident not only by business growth despite a global pandemic, but also the calibre of industry-leading work being produced. It is a clear signal to the wider industry that it is time to rethink the pitch model. Sustainable good growth paired with innovation can only occur when there is a solid, long-term relationship that is given the space and time to focus on evolution,” said Lin.

Recently, Mindshare China also bagged the role of media agency for China Sports Lottery (CSL) . In choosing to extend the servicing scope, CSL commended Mindshare China for its demonstrated deep understanding of CSL’s brand development over the last three years. The agency was handed the added remit for its ability to provide an integrated solution across media, brand strategy and creative development, as well as the agency’s rich data and research capabilities that have ensured the successful delivery of adaptive marketing solutions that resonate.

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