New Mindshare drives off with Daimler in China

Reported By: Adaline Lau, China – Beijing, Marketing Interactive


Beijing - Mindshare Beijing has landed the bulk of Fujian Daimler's marketing assignments that expand beyond media buying and planning to include PR and brand strategy.

Mindshare's new unit called "Business Planning" won the research management and brand strategy, while its new implementation division "The Exchange" took the media buying and PR management.

Mindshare's new "Invention" unit will be in charge of media planning. Siew Ping Lim, leader for Mindshare's Beijing office said the win was a "clear demonstration" that its new agency model provides a broader offering of marketing services to clients above media planning and buying".

Mindshare's Business Planning used local insights to create a strong communication planning strategy and was believed to be a significant factor in the agency winning the business.

Mindshare also proposed strong content and activation ideas all the way down to a dealership level which were believed to have been another significant factor in the client's decision.

Ogilvy Fuzhou picked up the creative execution work and production that involved a pitch against BBDO, ADK and a local agency.

Fujian Daimler Automotive is Daimler's commercial vehicle joint venture in China and includes the brands of Mercedes-Benz Viano and Mercedes-Benz Vito MPVs.