PHD has been awarded the Vitasoy media business in Hong Kong while retaining the remit in mainland China following a competitive pitch. The agency is responsible for media planning and buying for both markets for all Vitasoy brands, including Vitasoy and Vita Lemon Tea.

Launched in Hong Kong in 1940, the Vitasoy brand has a broad consumer base in Chinese-speaking regions, especially in the Greater Bay Area. PHD Hong Kong said that it was chosen for its demonstrated capabilities in delivering innovative media solutions, strategic vision, digital transformation, and unparalleled industry expertise.

Meanwhile, PHD China has since tapped on IP co-branding, content integration, scene marketing, and the expansion of local services amongst other channels to create several innovative marketing use cases. These align with the communication preferences of the younger generation and effectively showcase the Vitasoy and Vita Lemon Tea branding.

As the leading media agency network, PHD’s trailblazing communication strategies, professional capabilities, and innovative thinking have won unanimous praise from clients.

Tony Harradine, CEO, Omnicom Media Group Asia Pacific, and interim CEO, PHD APAC, said, “PHD is honoured to partner with Vitasoy, a renowned brand that carries the memories and feelings of a generation of consumers who are increasingly prioritising healthy living.

Through PHD’s data-centric culture and our Agency as a Platform model, we will integrate and optimise our data and precision marketing capabilities to help Vitasoy target the plant-based beverage market and consolidate their leadership position in this field.”

The deepening of the partnership between PHD and Vitasoy in mainland China marks the latest winning streak following SAIC Volkswagen, China UnionPay, and HP.