GroupM agencies tipped to capture some of Master Kong's media business

OMD was also involved, but only in the initial presentation of credentials. The client eventually allocated the business to Carat and GroupM on concerns of a single agency dominating media-rebate practices, according to insider sources.

Carat will continue media planning and buying duties for all instant noodle products, and GroupM will form a special team with a mix of staff from its four sub-agencies to handle all of Master Kong's beverage products.

CTR's 2012 data show that three FMCG players (P&G, COFCO and Master Kong) in China have reached more than 100 million urban families in terms of market penetration, and all three have managed to extend their buyer base, demonstrating that even the giants have room to grow. The brand reduced its advertising expenditure in 2012 by 14.6 per cent.