Vita shifts creative account from DDB to BBDO

Vitasoy International Holdings has awarded its creative duties for its Vita tea portfolio to BBDO Greater China across Greater China after a closed-door pitch.The move means incumbent DDB loses out on the lucrative account to its sister company BBDO. DDB won Vita Lemon Tea's account in 2010, the long-standing partnership lasts for six years. DDB has been working with the beverage brand since 2003."We did some great work and enjoyed a great relationship with our clients at Vita over the last few years. We’ll always be cheering for this favourite brand and look forward to even greater things ahead," said Carol Lam, chief creative officer and managing director of DDB Group Hong Kong.BBDO said the win was a multi-office effort between BBDO Beijing, BBDO Hong Kong and BBDO Shanghai. The newly-appointed agency will play a role in raising its awareness and differentiation, and as such will be setting up teams across Greater China.Roberto Guidetti, group chief executive officer of Vitasoy International, said he was looking forward to an "effective and productive" partnership with BBDO."The team has passionately shown not only very strong strategic thinking and creativity, but also great agility and a determined focus on ideas that can build Vita’s equity and business.”Tze Kiat Tan, chief executive officer of BBDO Greater China, added Vita was a brand the agency was deeply passionate about."We are in awe with its history and feel so privileged to be part of its future. We are committed to helping the tea portfolio achieve exciting new heights, in the coming years and beyond."Vitasoy has refused to reveal how many agencies were involved in the pitch.