M&C Saatchi scoops Yakult's above- and below-the-line account in China

Sources said the appointment follows a competitive pitch between Dentsu, Asatsu-DK, Universal McCann and incumbent Red Wasabi under Ogilvy & Mather.

M&C Saatchi previously worked with Yakult between 2006 and 2008. The reappointment sees the agency overseeing more than 20 cities across China. Sources indicate that the business is worth US$4.4 million.

Yakult’s goal is to increase consumer awareness in China this year, especially in tier two and three cities.

CEO of M&C Saatchi North China Angela Hsu confirmed the news and said the agency will focus on digital and PR initiatives.

Yakult launched in China nine years ago.

In 2008, Yakult's 'Re-meet' TVC campaign, created by Dentsu China and media partner Starcom, scooped the Best of the Best Award at the second TVB Most Popular TV Commercial Awards in Hong Kong.