Tetra Pak China appoints UM in five-way pitch

Tetra Pak China was searching for a media partner in January this year to optimise its media planning and buying fundamentals.

UM beat four competitors—Mindshare, Carat and two local media agencies, in a one-round pitch for this client.

According to Cary Huang, managing director of UM China, the agency worked long hours to put together ideas for this pitch, and even worked throughout the Chinese New Year season, with internal collaborations between tactical TV planning, print and OOH teams.

According to published reports, the company has about 100 customers in China and accounts for about 68 per cent of the local food and beverage carton industry. China's Bright Foods, for example, sells yoghurt packed in Tetra Pak's prisma aseptic cartons.

Editor's note, 8 May, 10 am: This story has been edited to include the link to source material in the final paragraph.