Vol. I · No. 1 · Taipei EditionThursday, 14 May 2026 · 2026-W20Last ingest 3d ago · 4/4 feeds

Agency Intel / TW

“Truth · Timing · Tradecraft” — the WPP Media Taiwan review-readiness desk
28 sectors · 134 accounts

By sector.

Where the open-air is. Sectors with most Greenfield accounts are ripe for category-level conversation.

MNC Auto (Premium)

2 accounts · 2 verified AOR
Avg
91
Greenfield 2

MNC FMCG

14 accounts · 14 verified AOR
Avg
78
Attack 5Greenfield 8Held 1
  • Diageo TaiwanCarat (Dentsu)95
  • Mondelez TaiwanPublicis Groupe (Publicis Media bespoke — Starcom + Spark Foundry)95
  • Colgate-Palmolive TaiwanEssenceMediacom (WPP / GroupM) global media; Red Fuse Communications (WPP bespoke unit, anchored Y&R/VML) on global creative + production95
  • Kimberly-Clark TaiwanMindshare (WPP / GroupM) global media; VML (formerly Wunderman Thompson, WPP) on Huggies + Kotex global creative; FCB (IPG) on Kleenex; Ogilvy (WPP) on selected corporate90
  • Nestlé TaiwanPublicis Media (likely Starcom Taiwan / Zenith for TW; bespoke 'Nestlé One' in China)88
  • Reckitt Benckiser TaiwanCarat (Dentsu) global media; multi-shop creative — BBH (Vanish/Finish/Air Wick), Havas Lemz (Dettol), McCann (Mucinex), with various indies on Durex + Mead Johnson84
  • Coca-Cola TaiwanWPP Open X (global) / Starcom Taiwan (historical TW media) / Leo Burnett Taiwan (TW digital creative since 2012)83
  • Procter & Gamble TaiwanPublicis Groupe (Wave / PG One bespoke unit — Starcom + Publicis Media)81
  • PepsiCo TaiwanOMD Taiwan80
  • Henkel TaiwanDentsu (Carat) global media; Dentsu Creative on consolidated creative scope; multi-shop on regional adaptations including some legacy WPP (Wunderman Thompson) and DDB74
  • Mars TaiwanMindshare (WPP / GroupM bespoke 'Team Mars' unit) global media; BBDO (Omnicom) on global confectionery + petcare creative; multi-shop on regional adaptations61
  • Kraft Heinz TaiwanPublicis Groupe ('Power of One' integrated unit — Publicis Media + Publicis creative + Sapient + Digitas); David / Ogilvy (WPP) and Wieden+Kennedy on selected creative61
  • Danone TaiwanOmnicom (OMD) global media; multi-shop creative — BETC (Havas) on Evian, McCann on Aptamil regional, TBWA + DDB on regional adaptations61
  • Unilever TaiwanOMG Taiwan (Omnicom Media Group)45

MNC Pharma

10 accounts · 10 verified AOR
Avg
78
Greenfield 7Held 3
  • Sanofi TaiwanMindshare (WPP/GroupM) global media; WPP creative agencies GCI Health + VML on corporate brand; Publicis Health + Havas on selected creative scopes95
  • GSK TaiwanPublicis Media (platformGSK bespoke unit) — Publicis Health (Saatchi Wellness, Digitas Health, Razorfish Health, Heartbeat, Langland) on creative95
  • AstraZeneca TaiwanMindshare (WPP — global media AOR since 2018); creative mixed (VML/WPP, McCann Health/IPG, Saatchi Wellness/Publicis split by therapy)95
  • Eli Lilly TaiwanWPP (creative — VML, Ogilvy Health, Hogarth production); media mixed (Mediahub/IPG historical)95
  • Roche Taiwan (Pharma + Diagnostics)Publicis Health (creative since 2019); global media fragmented (Dentsu/carat historical) — no single global media AOR83
  • Novartis TaiwanPublicis Health (creative — Saatchi Wellness, Digitas Health, Razorfish Health) + Publicis Media (media — Starcom/Zenith/Publicis Health Media)74
  • AbbVie TaiwanPublicis Health (Rx creative + media since 2013)74
  • Pfizer TaiwanPublicis Health Media65
  • Bayer TaiwanInterpublic Group (IPG) — global Consumer Health (creative + production + media); Pharmaceuticals (Rx) division has separate, less-publicized agency relationships60
  • Johnson & Johnson TaiwanWPP (CMI Media Group + GroupM/Mindshare) — Innovative Medicine global media; MedTech multi-shop separately; ACUVUE consumer separate45

MNC Beverage

3 accounts · 3 verified AOR
Avg
77
Greenfield 3
  • Pernod Ricard TaiwanOmnicom (PHD) global media; multi-shop creative — BETC + Marcel (Publicis) on Chivas, Anomaly on Jameson, DDB on Martell, Mother + others post-2024 on Absolut95
  • Heineken TaiwanCarat (Dentsu) global media; Publicis Le Pub on Heineken global creative; Iris Worldwide on Tiger; multi-shop regional on Sol/Desperados/Amstel74
  • AB InBev TaiwanCarat (Dentsu) global media; multi-shop creative — David (WPP) on Corona, Wieden+Kennedy on Bud Light + Stella Artois, DDB on Budweiser global anthems, Anomaly on selected61

MNC Finance

3 accounts · 3 verified AOR
Avg
75
Greenfield 1Held 2
  • Citi Taiwan (Citigroup)Publicis Media (Spark Foundry / most recent global cycle)94
  • HSBC TaiwanMindshare (WPP / GroupM bespoke HSBC unit)94
  • American Express TaiwanMindshare (WPP — global media AOR since 2018); creative fragmented with Ogilvy (WPP) holding scope, mcgarrybowen (Dentsu) historical, Wieden+Kennedy project36

Telecom

3 accounts · 1 verified AOR
Avg
72
Attack 1Greenfield 2

Auto

4 accounts · 1 verified AOR
Avg
61
Attack 1Greenfield 3

MNC Consumer Health

1 accounts · 1 verified AOR
Avg
60
Greenfield 1
  • Haleon TaiwanWPP (wellness + oral health — Sensodyne, Aquafresh, Centrum, Caltrate, Emergen-C); Publicis Groupe (OTC — Voltaren, Panadol, Advil)60

Retail

5 accounts · 0 verified AOR
Avg
54
Greenfield 5

MNC Retail

2 accounts · 2 verified AOR
Avg
48
Greenfield 1Held 1

Aviation

2 accounts · 0 verified AOR
Avg
47
Greenfield 2

MNC Beauty

2 accounts · 2 verified AOR
Avg
47
Greenfield 1Held 1

MNC Entertainment / Streaming

1 accounts · 1 verified AOR
Avg
47
Greenfield 1

Tech

5 accounts · 2 verified AOR
Avg
44
Attack 1Held 1In-house 3

Finance

15 accounts · 2 verified AOR
Avg
41
Attack 1Greenfield 13Held 1

MNC QSR

5 accounts · 5 verified AOR
Avg
41
Greenfield 3Held 2
  • McDonald's TaiwanOgilvy Taiwan (creative, current — Goodnight Song 2025) + Leo Burnett Taiwan (creative, prior — 40th anniversary 2024)45
  • Domino's Pizza TaiwanWavemaker (WPP — global media AOR since 2020); WorkInProgress (WIP — bespoke US creative since 2018); TW creative via local shops45
  • Burger King TaiwanSpark Foundry (Publicis — global media AOR since 2019); DAVID Madrid/Miami (WPP/Ogilvy network — global creative scope on Burger King)43
  • Starbucks TaiwanSpark Foundry (Publicis — global media since 2018) + BBDO (Omnicom — global creative anchor)36
  • Yum! Brands Taiwan (KFC + Pizza Hut)Mindshare / GroupM (WPP — global media AOR since 2017); KFC creative multi-shop (Wieden+Kennedy US, Ogilvy China, Mother UK); Pizza Hut creative GSD&M (Omnicom) + market-specific36

Lifestyle

8 accounts · 0 verified AOR
Avg
31
Greenfield 6In-house 2

MNC Sportswear

1 accounts · 1 verified AOR
Avg
30
Held 1
  • Nike TaiwanMindshare (Greater China buying incl. TW); Initiative leads APAC ex-China strategy; PMG global performance30

FMCG

7 accounts · 1 verified AOR
Avg
28
Attack 1Greenfield 6

MNC Tech

13 accounts · 8 verified AOR
Avg
28
Attack 6Greenfield 1Held 1In-house 5

MNC Auto

9 accounts · 9 verified AOR
Avg
27
Greenfield 9
  • Kia TaiwanInnocean Worldwide (HMG captive) — global creative + media primary; David&Goliath in US; TW local via 台灣森那美起亞-appointed shops59
  • Hyundai TaiwanInnocean Worldwide (Hyundai Motor Group captive in-house) — global creative + media primary; TW local via 南陽實業-appointed shops49
  • Volkswagen TaiwanPHD (Omnicom) — global media for VW passenger + Skoda + LCV EMEA since 2020; MediaCom/EssenceMediacom (WPP/GroupM) historic APAC incumbent on VW Group; TW local activation via distributor-appointed agencies39
  • Stellantis TaiwanPublicis Groupe ('Power of One' Stellantis bespoke unit) — global media + creative integrated lead since 2021; Leo Burnett (Publicis) on Alfa Romeo; legacy GS&P / Doner on Jeep US; TW local via brand-specific distributors (慶事汽車 Jeep, 寶嘉聯合 Peugeot/Citroen/DS) appointing shops independently39
  • Honda Taiwan MotorRPA (Rubin Postaer) — US creative since 1986 (independent); dentsu — Japan + APAC media (incl. TW); Wieden+Kennedy London — EMEA creative; MediaCom (WPP/GroupM) — selected EMEA media historically; TW local via Honda Taiwan-appointed shops (dentsu TW / Hakuhodo TW likely)34
  • Audi TaiwanBBH London (Publicis Groupe) — global creative since 2022; PHD (Omnicom) global media (VW Group EMEA 2020); MediaCom/EssenceMediacom (WPP) legacy APAC; TW local via Audi Taiwan-appointed shops23
  • Ford Lio Ho MotorWieden+Kennedy (Portland) — global brand creative; GTB (WPP) + 'Global Team Ford' WPP-led creative collective; OMD (Omnicom) global media from 2024 — replaced Mindshare (WPP); TW local via Ford Lio Ho-appointed shops0
  • Tesla TaiwanIn-house dominant0
  • BYD TaiwanUndisclosed0

MNC Media & Entertainment

3 accounts · 3 verified AOR
Avg
21
Attack 1Greenfield 2

MNC E-commerce

4 accounts · 4 verified AOR
Avg
0
Attack 1Greenfield 3

Industrial

3 accounts · 0 verified AOR
Avg
0
Greenfield 2In-house 1

MNC Travel / OTA

3 accounts · 0 verified AOR
Avg
0
Greenfield 3

MNC Hospitality

3 accounts · 0 verified AOR
Avg
0
Greenfield 3

MNC Aviation

2 accounts · 0 verified AOR
Avg
0
Greenfield 2

Shipping

1 accounts · 0 verified AOR
Avg
0
In-house 1