Move and win roundup: Week of October 28, 2024

Mindshare China has announced the renewal of its partnership with Master Kong Beverage. Mindshare will continue to deliver integrated omnichannel media services to Master Kong Beverage’s entire product line. This is a one-year contract, effective from July 1, 2024, to June 30, 2025. Additionally, Mindshare is tapping into WPP’s broader network, collaborating with Grey in China to create a bespoke client-servicing team for the brand. Master Kong Beverage, a household name in China, owns brands such as Master Kong Iced Black Tea, Master Kong Green Tea, and Master Kong Jasmine Tea. The partnership between Mindshare and Master Kong Beverage started in 2014.  

Master Kong’s renewal comes at a critical time for Mindshare, which lost two major clients in China earlier this year: Dyson and Yum China. Dyson, valued at $124 million, ended its 11-year partnership with the agency in April, moving to Publicis Media. Yum China, a $400 million account, also cut ties with Mindshare after 26 years, following a media review initiated in February after GroupM’s involvement in the bribery scandal in China came to light. At the time, Campaign had reported that GroupM agencies were excluded from re-pitching for both Dyson and Yum China’s business. 

Atomic 212°, an independent media agency, has elevated Rory Heffernan as chief executive, effective November 1. Heffernan was most recently national managing director and an integral member of the leadership team. He will take the leadership baton from Claire Fenner, who steps down after leading the agency for several years to spend more time with her family. Heffernan joined Atomic 212° in 2010 and was the agency’s first employee. He has since held several roles at the agency, including digital operations and client relationship, GM of its Melbourne office.

Tug Sydney, a digital marketing agency, has been appointed by Australian women’s fashion retailer, Suzanne Grae, to manage its SEO, paid search, and paid media. The agency was initially tasked with enhancing Suzanne Grae’s organic search and has now expanded its remit with responsibility for increasing share of voice and driving audience traffic on digital channels through both search and paid media. Tug Sydney’s clients include Merlin Entertainment, Budget Direct SG, Heinemann and Bluebeam.

Stan’s chief marketing officer, Diana Ilinkovski, has left after a decade of working for the brand, effective immediately. According to Australian media, she “resigned from her position as CMO to spend time with her family”. Ilinkovski joined Stan in 2014, ahead of its launch, as marketing comms manager. She moved into the head of brand, creative and comms role in 2016 and then to marketing director in 2019. She was promoted to chief marketing officer in 2021.

FCB Interface, a part of FCB Group India, has appointed Noor Samra as national planning director. Sarma joined from Leo Burnett, where she was senior vice president strategy. She also worked for J. W. Thompson, PepsiCo and Quantum before Leo Burnett. Her experience includes working with brands such as Spotify, PhonePe, Whisper, Visa, HDFC Life, Lay's, Kurkure, Doritos, Quaker, and Heineken among others. She will play a key role in FCB Group's strategy council, collaborating with leaders across the network to elevate the agency's strategic offerings. 

Mitali Srivastava Hough has exited McCann Worldgroup, stepping down from her role as senior VP and head of planning for the Mumbai office. With over 25 years of experience, Hough has worked with agencies like DDB Mudra, Ogilvy & Mather, Famous Innovations, and TBWA India. Hough hinted at her intent to mentor her creative consultancy, The Equal Agency, and continue advising various other agencies. In addition to her consultancy work, she is diving into a collaboration with musical maestro AR Rahman, where she will be contributing as a writer on a major project that is an amalgamation of creativity and technology.