The World: Beijing - Saatchis and Mengniu Dairy split after seven years

Saatchis had handled creative duties for the milk giant for seven years, but has now decided to sever all ties after a difficult year for the dairy industry, which has been hit by a tainted milk scandal.

When Saatchis first started working with Mengniu, the brand was the number-two dairy brand in China, with a 25 per cent market share. The company has since become the market leader in the sector, with a market share of around 49 per cent.