Campaign Asia-Pacific has learned that following a lengthy pitch, Publicis Media's Starcom will take over media duties for Mickey Mouse's mainland playground, Shanghai Disney Resort—just in time for the Chinese calendar year devoted to the mouse ("rat" and "mouse" are synonymous in Chinese).
The pitch, which was kept separate from the global Disney pitch that ended in October (Shanghai Disney is a joint venture of The Walt Disney Company and Shanghai Shendi Group), began in May and concluded in December, according to sources.
Estimated billings for the account are US$30 million, according to Recma.
The incumbent was Carat, which held the media duties since the park opened in 2016, with Carat, Mediacom and OMD taking part in the pitch in addition to Starcom, according to sources.
The remit includes planning and buying for all channels.
Publicis Media was contacted but declined to comment. Spokespersons for OMD and MediaCom confirmed participation in the pitch. Campaign has reached out to representatives of Carat and its parent Dentsu Aegis.
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