Biostime (合生元), a maternal and child nutrition brand, has appointed Y&R Guangzhou as its creative agency to handle the brand's milk powder and probiotic brand strategy and creative communications, following a previous pitch called a few months ago.
This is also the first time Biostime has chosen to work with an international 4A advertising agency.
CEO of Biostime Luo Fei commented: “We chose Y&R Guangzhou as our partner because Y&R possesses the very unique strategic tool-Brand Asset Valuation system globally, we believe it will further enhance Biostime’s brand strategy angles; on the other hand, we are able to take advantage of Y&R’s network resources and professional creatives so as to bring international marketing strategy and creative concepts to Biostime.
"We trust that Y&R will become our important partner when together building the No. 1 brand for providing Chinese mothers-to be and mothers with nutrition knowledge for infants feeding and caring along the road! "
Y&R Guangzhou’s general manager Luis da Rosa added: "We hope this cooperation with Biostime can reflect Y&R’s vision – to become our client’s most valuable and reliable partner. We also hope to create a long journey with our client in terms of creative and strategy development and brand management.
"The new advertising campaign will be officially launched in February 2015, including all aspects of strategic planning, communications, creativity and execution.”