Burnett scoops up dollars 2.5m China Kingway work

SHENZHEN: China brewery Kingway Beer has appointed Leo Burnett

Guangzhou to handle its USdollars 2.5 million Hong Kong and China

business and Starcom for media.

It is the first time that Kingway, which began operations in Shenzhen 10

years ago, has assigned its advertising business to an multinational

agency as it is looking to bring consistency in its brand promotions

across all the markets it distributes to.

Kingway has traditionally featured its product in all its advertising

campaigns. However, Leo Burnett Guangzhou managing director, Ben Tsang,

said that a new marketing platform is being planned which will result in

a change in direction in the brewer's advertising strategy.

The change is needed or it will be difficult "to differentiate Kingway

from all the other beer brands on the market", Tsang added.

Media planning and buying services will be provided by Starcom,

Burnett's media arm.