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Agency wins media planning and buying
business across APAC and Middle East
Singapore, 5 February 2013 - MediaCom has
won the media planning and buying business of New Zealand-based
dairy company Fonterra across Asia Pacific and Middle East. The win
follows a comprehensive five-month review managed by consultancy R3
MediaCom secured the business after pitching against OMD,
the incumbent, Carat and Mediabrands. Agencies were evaluated on
their innovative approach to media and competitive pricing, in a
process which included in-market chemistry meetings and a regional
brief. Throughout, MediaCom showcased its strategic capabilities
and regional strength.
Goh Shu Fen, co-founder and principal
of R3 said, "Running a review spanning 10 markets is a formidable
challenge. It would not have been possible without the commitment
from Fonterra and all participating agencies…at local market
Caroline Giller, Fonterra's innovative marketing and digital
manager for Asia and the Middle East said, "MediaCom demonstrated a
clear point of view on the role of communications for Fonterra, not
only now but, most importantly, moving forward into the future.
Throughout the entire process they were the most consistently
performing agency across all markets."
Toby Jenner, COO MediaCom Asia Pacific who led the pitch, said,
"We are delighted to have won the business against such strong
competition, Fonterra have led an incredibly rigorous process which
demonstrates the importance they place on the role of
communications within their business. We're looking forward to
supporting Fonterra's ongoing business success with some great
MediaCom's appointment is effective 1 April.
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