Tsingtao 'Nice To Have Around' via UMM

Tayla Foster
By Tayla Foster | 9 November 2022

Asian beer brand Tsingtao has released a global brand campaign, Nice To Have Around, to appear on billboards and bus wraps, as well as digital and social media.

After a competitive global pitch, the campaign was awarded to and produced by communications agency UMM, partnering with design thinking coach Friend Thorp.

Jessie Xiao, head of marketing, Tsingtao International, said: “It was important to the brand that the core of the campaign embodied the Tsingtao DNA of fun and celebrating the moment, with a social persona best shared with friends.

“We were able to collaborate in a creative, strategic and efficient manner with the UMM team and are excited for the rollout in key markets and channels across Asia Pacific, Europe and US.”

Executive creative director of the campaign, Mick Thorp, said: “Tsingtao is like your favourite social circle, your best friend or members of your close-knit family. Dependable, unique and always there. They make you feel good. They’re nice to have around. From here the campaign was born.”

The 'Nice To Have Around' campaign will be launched globally over the next six months.


Brand: Tsingtao Brewery Co. Ltd

Head of Marketing: Jessie Xiao

Creative Agency: UMM

Creative Partner: Friend Thorp

Joint MD: Benoit Thorp

Joint MD: Nikki Stevens

Executive Creative Director: Mick Thorp

Senior Art Director: Insiya Sarkar

Graphic Designer: Leah Spadone

Junior Graphic Designer: Max Moore

Photography: Benito Martin, Sam I Am

Talent Agency: WINK Models


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