The World: Shanghai - Saatchis' Shanghai office picks up Suntory brand

The Saatchi & Saatchi office in Shanghai has been awarded the creative assignment for a new beer brand from Suntory China.

The appointment marks the first time the drinks giant has broken away from its alignment with Japanese agencies in the country.

Saatchis secured the brief after a pitch that included Dentsu, a key Suntory agency. The new brand will attempt to broaden the appeal of Suntory, China's eighth-largest beer producer, to younger drinkers.

The company has more than 50 per cent of Shanghai's beer market with brands targeted mainly at the mass market.

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