• WedgeCarrefour rebrand mid-2026: 365-store master-brand identity launch is the single largest brand event in Uni-President's recent history — entry point for WPP/Landor/Superunion-style identity work that Leo Burnett Taiwan may not be best-positioned to lead alone
• WhyPublic 'partnership not vendor' philosophy (Brain article #2742) means relationships are stable and friction is rare — but the same article confirms Uni-President historically uses ~8 creative agencies in parallel (Leo Burnett, Ogilvy, JWT, Kuo Hua, Bates, Target, Union, STW, DraftFCB) with formal annual scorecards on 5 criteria. Leo Burnett is lead on the flagship beverage portfolio (茶裏王/純喫茶/咖啡廣場/左岸/飲冰室茶集) but is NOT sole AOR — Kuo Hua handled 麥香/瑞穗/滿漢/科學麵/拉麵道.
• WhoLuo Chih-Hsien (羅智先) · Chairman & GM — owns brand portfolio, M&A, and Mega Brand strategy

1. W1Carrefour rebrand mid-2026: 365-store master-brand identity launch is the single largest brand event in Uni-President's recent history — entry point for WPP/Landor/Superunion-style identity work that Leo Burnett Taiwan may not be best-positioned to lead alone
2. W2M&A integration capability: Uni-President has bought Carrefour, taken stakes in Yahoo/PChome, fully acquired foodomo — needs a partner who can systematise post-acquisition brand integration playbooks (WPP's IGS / Burson advisory remit)
3. W3Sub-brand agency consolidation pitch: 8-agency roster is fragmented; a 'group integrator' lead-agency proposition could rationalise spend without forcing Leo Burnett off flagship beverage work
4. W4Data & retail-media: With Carrefour's loyalty data + 7-Eleven's icash + PChome/Yahoo audience reach, Uni-President now sits on Taiwan's largest non-tech consumer-data asset — a Choreograph / GroupM Nexus pitch for retail-media monetisation
5. W5Chairman-level 'all-weather lifestyle industry' narrative: Luo Chih-Hsien (羅智先) frames the group as a lifestyle platform, not a food company — opens a strategic-narrative / corporate-brand pitch above brand-level work
6. W6China + SE Asia: Uni-President China (separate listing) and Philippines / Vietnam operations create regional creative-network leverage for any agency with cross-border Asia capability

• Public 'partnership not vendor' philosophy (Brain article #2742) means relationships are stable and friction is rare — but the same article confirms Uni-President historically uses ~8 creative agencies in parallel (Leo Burnett, Ogilvy, JWT, Kuo Hua, Bates, Target, Union, STW, DraftFCB) with formal annual scorecards on 5 criteria. Leo Burnett is lead on the flagship beverage portfolio (茶裏王/純喫茶/咖啡廣場/左岸/飲冰室茶集) but is NOT sole AOR — Kuo Hua handled 麥香/瑞穗/滿漢/科學麵/拉麵道.
• No publicly announced AOR review or pitch in 2024-2025 — relationship appears stable.
• Group-level marketing seems decentralised: each brand budget is set 'product by product, brand by brand' per market goals (Brain advertiser profile) — sub-brand agency assignments are not centrally locked.
• Carrefour rebrand (announced Dec 2025) creates a one-off brief for a master-brand naming + identity exercise — potentially open to non-incumbent agencies given scale and need for retail-specialist capability.
• Ad spend has historically been volatile: NT$417M in 2006 → NT$275M in 2007 (-34% YoY per Brain), reflecting brand-by-brand budgeting rather than fixed AOR retainers.

• Luo Chih-Hsien (羅智先)Chairman & General Manager, Uni-President Enterprises Group

  since 2013

  Architect of the 'Mega Brand' strategy (since 2004 as EVP) — concentrates resources on brands hitting NT$200M / 500M / 1B revenue tiers (Pure Tea 純喫茶, Barley Tea 麥香 born from this). Also father of the China 'Phoenix Plan'. Brand decisions at group level ultimately bubble up to him; he is hands-on about 'all-weather lifestyle industry' positioning (天下 interview).

  Source ↗
• Tu Chung-Cheng (涂忠正)Public Affairs Department Manager (公關部經理) — public-facing spokesperson on new brand launches

  since unknown

  Represented Uni-President at the 2020 launch of the 濃韻 (Nong Yun) concentrated tea brand. PR/comms function, not creative AOR ownership.

  Source ↗
• Su Tsung-Ming (蘇崇銘)Registered Manager / 經理人, Uni-President Enterprises (appointed 2008-05-01)

  since 2008

  Long-tenured registered manager per MOEA company filings. Specific functional title (marketing vs. ops) not publicly disclosed — needs LinkedIn confirmation.

  Source ↗
• Chen Kuo-Hui (陳國煇)Registered Manager, Uni-President Enterprises (appointed 2022-08-10)

  since 2022

  More recent manager addition per filings; function unconfirmed publicly.

  Source ↗
• Lee Hong-bin (李鴻彬) — historicalAssociate VP, Marketing Planning Division (行銷企劃部副總) — per 2007 Brain 500 Advertisers profile

  since unknown (pre-2007)

  Historical record only — Eric.Lee@mail.pec.com.tw was listed contact in Brain's 2007 advertiser profile. Title may have evolved; included as anchor for org structure (group-level marketing planning division does exist).

  Source ↗

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.

• 濃韻 (Nong Yun) concentrated tea brand launch — Oolong & Japanese Green Tea2020 · unknown (likely Leo Burnett per portfolio precedent, unconfirmed) · New brand launch — packaging, TVC, retail

  New beverage brand targeting the 'concentrated/hand-brewed' (濃厚系) tea trend in Taiwan's NT$25B packaged tea market. Dual health-food certifications (body-fat reduction + blood-lipid regulation for oolong). Positioned alongside the three flagship brands 茶裏王/純喫茶/麥香 which already hold >40% market share.

  Source ↗
• 茶裏王 — 'Hui-Gan, just like fresh-brewed' (回甘 就像現泡) long-running platform2024 · Leo Burnett Taiwan (per historical AOR; current credit unverified for 2024 specifically) · TVC + digital — workplace humour series

  Long-running brand platform since 2001 portraying office-worker culture with smart, witty tone. Cited by industry press as one of Taiwan's most durable brand-personality campaigns. Considered the case study most associated with the Uni-President / Leo Burnett relationship.

  Source ↗
• 純喫茶 — Jay Chou (周杰倫) basketball platform2024 · Leo Burnett Taiwan (historical AOR; current credit unverified) · Celebrity endorsement TVC + sport tie-ins

  Pure Tea brand linked to sport (basketball) via long-running Jay Chou partnership, maintaining a 'try new things' brand spirit. Active platform still referenced in 2024 brand materials.

  Source ↗
• Carrefour Taiwan rebrand transition (group-level event — major 2026 marketing moment)2025 · unknown (TBD — agency hand-off not announced) · Corporate rebrand — 63 hypermarkets + 302 supermarkets

  Uni-President board (Dec 19 2025) decided to terminate the Carrefour brand licence; full rebrand of all ~365 stores rolls out from mid-2026. NT$30.23B deal closed; Uni-President holds 60% (UPEC 49.5% + 7-Eleven 10.5%). This is the largest single brand-marketing event in the group's recent history and will need a master-brand identity, naming, and launch programme.

  Source ↗
• 統一小時光麵館 (Uni-President 'Hour of Light' Noodle Shop) — branded content series2024 · Yahoo / Verizon Media digital partner cited; creative agency not publicly named · Long-form branded content / mini-films

  Multi-year branded-content series for the instant noodle portfolio — held up by Verizon Media as a digital marketing case study for sustained creative + consumer-penetration into daily life.

  Source ↗

• Luo Chih-Hsien (羅智先)Chairman & GM — owns brand portfolio, M&A, and Mega Brand strategy
  ↗
• Kao Hsiu-Ling (高秀玲) — to verifySenior executive within the controlling Kao family (Luo's mother-in-law lineage); typically influential on group-level decisions
  ↗
• Tu Chung-Cheng (涂忠正)Public Affairs Department Manager — public-facing comms gatekeeper for new product/brand launches
  ↗
• Marketing Planning Division (行銷企劃部)Group-level marketing planning function — historically held by an AVP-level executive (Lee Hong-bin in 2007); current head needs identification
  ↗

Do NOT pitch as a wholesale replacement of Leo Burnett Taiwan on flagship beverages (茶裏王/純喫茶) — the relationship is 17+ years deep, philosophically 'partnership not vendor', and Leo Burnett Taiwan was #1 in 2024 Campaign Brief Asia rankings. Uni-President's stated policy is 'don't lightly change strategy' and they reward agencies with consistent commissions. Instead, pitch additive remits: (a) the Carrefour rebrand programme, (b) M&A integration / corporate-brand work, (c) retail-media + data, (d) underserved sub-brands (麥香/濃韻/瑞穗 historically went to Kuo Hua, not Leo Burnett — these are legitimately contestable). Avoid grand 'CMO' framing — Uni-President has no single CMO; decisions are split between Luo Chih-Hsien at the top and per-brand marketing managers below.

• President Chain Store / 7-Eleven Taiwan (2912 — sister company, also Uni-President Group) — separate marketing organisation but shares group resources
• Mister Donut Taiwan (operated by Uni-President subsidiary)
• Starbucks Taiwan — Uni-President exited the 50/50 JV in 2017 (sold to Starbucks Coffee International for ~US$175M) — no longer a Uni-President brand but historical context for the group's branded-retail playbook
• Carrefour Taiwan (60% owned by Uni-President + 7-Eleven Taiwan since 2023, rebrand pending mid-2026) — new addition to the marketing portfolio
• Yannitown (家樂福 supermarket subsidiary) — part of the same rebrand event
• PChome / Yahoo Taiwan — Uni-President has taken strategic stakes; consumer-marketing adjacencies
• Foodomo — fully acquired by 7-Eleven Taiwan (2021)
• President Pharmaceutical, Uni-President Cold Chain (TonYi), Prince Housing — group affiliates with their own marketing

• ? Exact start year of the Leo Burnett-Uni-President relationship — confirmed pre-2007 from Brain advertiser profile, but founding date not publicly stated. 2014 proxy is conservative but understates by 10+ years; actual relationship likely dates to the 1990s.
• ? Who currently heads the group Marketing Planning Division? Lee Hong-bin (李鴻彬) was AVP in 2007; current incumbent not publicly identified.
• ? Which agencies hold AOR on the sub-brands today — 麥香 (Kuo Hua historically), 瑞穗 milk, 滿漢大餐 instant noodle, 科學麵, AB優酪, 統一陽光? The 2007 split has not been publicly refreshed.
• ? Carrefour Taiwan rebrand — has an agency been appointed for the mid-2026 store-network relaunch? No announcement located as of May 2026.
• ? Is there a group CMO role or is the function permanently distributed across brand managers + chairman? Public org charts suggest the latter.
• ? Does the Uni-President China listing (Hong Kong-listed 0220.HK) share agency rosters with the Taiwan parent or operate independently?
• ? Did the 2017 Starbucks Taiwan exit (sold to Starbucks Coffee International for ~US$175M) take any marketing capability with it, and did that change the parent's licensed-brand playbook?
• ? Media buying — Brain's 2007 profile listed Carat, MindShare, Starcom as media agencies. Has this rationalised under a single GroupM / dentsu X / Mindshare contract by 2024-2025?
• ? Yannitown — clarification needed; this brand name did not surface in Mandarin or English sources and may be a misspelling of a Carrefour sub-brand (likely 'Yannitown' = 家樂福 supermarket sub-format, but unverified).