The move is in line with Fonterra's policy to review media capabilities and rates on a market-by-market basis in China, Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand, Vietnam and the United Arab Emirates.
The incumbent media agency for nine of these markets is OMD while Optimedia is the incumbent agency in Vietnam.
Caroline Giller, Fonterra’s innovative marketing and digital manager for Asia and the Middle East, said that the review to find the "most competent and compatible media partner" was necessary in light of a dynamic communications landscape.
The tender will be conducted in three phases. The first phase calls for agencies to submit agency credentials and case studies. Shortlisted agencies will proceed to the second phase of 'credentials and chemistry meetings'. The request for pitch (RFP) will then be issued to the shortlisted agencies for their final presentations.
Fonterra has engaged marketing consultancy R3 to assist in the agency review and selection. The consultancy will manage the tender process and ensure that tender respondents meet Fonterra’s requirements.
"We are a strong advocate of media agencies playing a more strategic role, and that comes hand in hand with agencies’ remuneration being linked to meeting advertiser’s business results, and putting in place a process of tracking delivery,” said Shu Fen Goh, co-founder and Principal of R3.
R3 refused to disclose which agencies were invited to the pitch.
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