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

Saatchi & Saatchi Beijing has ended its relationship with Mengniu Dairy, one of the largest manufacturers and distributors of dairy products in China.

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.