Mindshare Crowned Agency of the Year at ROI Festival

Mindshare China’s creative excellence was recognized at the 15th ROI Business Creativity Awards as it proudly earned “Agency of the Year” honors off the back of 6 wins, including 1 Gold, 3 Silver and 2 Bronze metals. Mindshare's holding group WPP won "Best Communication Network of the Year".

Founded in 2008, the ROI International Festival of Creativity is an influential marketing event in Asia. The ROI Business Creativity Awards celebrates brands and agencies that maximize business impact with exceptional creativity and attracts close to 4,000 submissions from about 800 companies every year.  

Driving brands’ social values was a pronounced theme shared by all of Mindshare’s winning campaigns: For its work on Pepsico’s “Lay’s: Find Your Flavour” that integrated consumers’ hometown pride into product innovation, Mindshare China was awarded a Gold in the Social Media Communication category.

Mindshare also scored a Silver in Social Content Marketing & Operation and a Bronze in Public Relations Integrated Communication respectively for its works on Unilever’s “Comfort x Beaster: Putting Commerce in Social Commerce” and “OMO: Dirt for Good”. Both cases set out to do good for the environment and society through innovative partnerships.   

The effort to support rural business through livestreaming reflected in “Yili Guliduo’s Rural Revitalization Campaign” earned Mindshare a Silver in Public Relations Integrated Communication; Winning a Silver in Terminal Smart Equipment Integrated Marketing, the “Tourism New Zealand x Microsoft x MI Marketing” case delivered an immersive virtual tour of New Zealand that added sparks to people’s home and work life. Mindshare also scooped a Bronze in Long-term Brand Media Management for its consistent cultivation of brand IP for Yum China in “KFC: Colonel KI’s Collector Cards”.

During the award ceremony, ROI also screened Courage, a documentary paying tribute to past ROI winners in the advertising and marcomm industry who showed tremedous courage and resilience in face of the pandemic. Featured in Courage, Mindshare's Managing Director Tracy Ta reflected on her own ROI journey and how the award has compelled her to strive for excellence and keep creating marketing campaigns that exceed industry standards over the years.

“Mindshare’s unrivaled expertise in delivering creativity and performance-led media experiences for clients shines through in its exceptional achievement at this year’s ROI. As an agency we are increasingly focused on building long-term growth impetus for brands from a value standpoint. Congratulations to our high-caliber network of media practitioners who have consistently delivered impactful and disruptive works, and special thanks to our clients for their continued partnership and trust,” said Linda Lin, Mindshare’s Executive Chair for Greater China.

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