The competitive pitch took place in late November, and marked the end of a partnership with incumbent agency Maxus after more than two years on the account.
According to Admango, Friso's monitored media adspend in 2010 in Hong Kong was US$35 million. The brand's main competitors Wyeth and Mead Johnson are among other milk brands with higher brand recognition in Hong Kong due to their active advertising campaigns. In light of this, Frico has aggressively increased its adspend.
Easter Yuen, consumer marketing director at FrieslandCampina Hong Kong, said, "Media channels in Hong Kong are very limited and cluttered. We hope to build new sparks and synergy with Carat to empower them to come up with some breakthrough use of creative media."
Earlier this month, JWT won Friso's creative account across Asia, which covers China, Malaysia, Indonesia, Singapore, Taiwan, Vietnam and the Philippines.
In Hong Kong, FrieslandCampina has a long history of over 70 years.
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