Uni-President Enterprises

Conservative, brand-personality-led, multi-agency roster operating on an 8-agency annual-scorecard model with Leo Burnett as the dominant creative partner on flagship beverages (茶裏王/純喫茶/咖啡廣場/左岸/飲冰室茶集) since at least 2007. Group chairman Luo Chih-Hsien (羅智先) is the strategic owner of brand portfolio decisions via the 'Mega Brand' tier system and 'all-weather lifestyle industry' (全天候生活產業) thesis. Sub-brand marketing is decentralised — each brand has its own budget, its own positioning, and often its own agency, with Public Affairs (涂忠正) handling group comms. The group avoids dramatic agency switches ('不輕易改變策略' — don't lightly change strategy) and treats agencies as partners. M&A-driven brand expansion (Carrefour, Yahoo, PChome, foodomo) is now creating new marketing briefs at speed.