British technology company Dyson has appointed Mindshare China as its media agency.

Mindshare China won the pitch and has retained this account. The agency will handle Dyson's media planning and buying activities. The agency is also tasked with eCommerce activities as Dyson has expanded the agency's duties in China.

MARKETING-INTERACTIVE has reached out to Mindshare China for more information but the agency said the brand did not want to further comment on the appointment.

In addition to the Dyson account, Chinese dairy products producer Yili Group extended its contract with Mindshare China and expanded its remit to help strengthen the brand's position in China. Yili Group has been working with Mindshare China since 2008. In addition to handling media duties in China and Southeast Asia, Mindshare China will also be responsible for social media influencer planning and pan-entertainment planning.

“We are incredibly honoured to expand our longstanding relationship with Yili as their growth partner, whose business has grown from strength to strength over the past decade. Our entire team is committed to continuing to foster this partnership while delivering the innovation and media excellence that Yili Group needs to become the world’s top dairy provider within this decade," said Benjamin Condit, Mindshare China CEO.

A spokesperson for Yili Group's media department added, “Looking back on the collaborative relationship between Mindshare China and Yili Group, we have been working together to continuously drive the group's growth in media and communications for over a decade. Looking ahead, Yili’s mid-term goal is to advance to the rank of global top three dairy companies by 2025. Our long-term goal is to become the world’s top dairy provider by 2030."

(Photo courtesy: 123rf )

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