12 days of Christmas: Top five pitches of 2010

In what is said to have been the largest media pitch ever to take place in China, Mindshare scooped the highly coveted L’Oreal China media account in October this year. Prior to the long-pending pitch, Mindshare held a portion of the account alongside incumbent Zenith Optimedia.

At the time, the agency, quoting figures from research firm CTR, said the account is worth up to US$2.5 billion. The figure for the full business is however thought to be closer to US$500 million.

The transition of the business took effect immediately, consolidating the entire brand portfolio in China, including L’Oreal Paris, Lancome, Maybelline New York and Kerastase.

Reported in August, Mediacom scooped the US$190 million media contract for AB InBev’s portfolio of beer brands in China. The pitch called in June also involved MPG and incumbent Zenith Optimedia, who had been working on the account alongside various brokers for two years prior to the review.

AB InBev was seeking to consolidate all its media buying under one international agency. Subsequently Starcom became the first non-roster agency to win the business without a prior global alliance with the company.

Following the result, Group M China CEO Bessie Lee said it was one of the biggest wins for Group M in 2010.

The contract took effect in October.

In what must have been a great sigh of relief for OMD, PepsiCo decided to retain the agency for its US$150 million food brands media account, reported in February.

OMD beat Mindshare in the final round to hold on to the brand’s media planning, buying and digital business for the mainland.

The scope of the business includes all PepsiCo Food brands, including Lay’s potato chips, Doritos tortilla chips and Cheetos.

At the time, Pepsi announced its intention to invest US$1 billion in mainland China over the next three years.

Following the global merger of Mars and Wrigley and a subsequent agency assessment to consolidate media duties, MEC, Zenith Optimedia, OMD and Starcom went all in for the pitch scheduled in May this year.

Reported in June, Starcom emerged triumphantly with the lucrative US$120 million contract in hand. The account took effect on 1 July.

Prior to the pitch MEC handled Wrigley China's media buying and planning since 2005, while Zenith Optimedia has handled Mars China's media planning and buying since 2009. Both of their contracts ended on 15 July.

Speaking on the selection, Jean Zhang, vice-president of marketing for Mars China, said Starcom won due to their demonstrated thought leadership and go-to-market approach.

And finally, moving south to Singapore, Singtel decided to retain MEC for its US$30 million media account in April after a protracted pitch process that lasted nearly a year.

Managed by R3, the review was first called in June 2009. After shortlisting Mediacom, Starcom and eight-year incumbent MEC in July, the telco decided to reopen the pitch in August. Zenith Optimedia, PHD, MPG, Carat and Universal McCann were invited to present again after which MPG was added to the shortlist. 

Starcom and MEC were shortlisted in October and the final results issued six months later in April.

Also catch the top five ECDs of 2010, top five promotions of 2010, top five agency-client breakups in 2010, top five agency-staff breakups in 2010 and top five unsung heroes of 2010.

Still to come on 12 Days of Christmas:

• Top five viral campaigns
• Top five look-a-likes
• Top five gadgets
• Top five campaigns
• Top five most read articles
• Top five christmas ads