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 Asia Pacific.
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 level.”
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 work.
MediaCom’s appointment is effective 1 April.