BBDO Asia is gearing up for a talent acquisition drive after bagging two of the biggest wins in the network's regional history.
The agency has been named the AOR for Gillette in Asia-Pacific, extending the existing relationship between BBDO and the Procter & Gamble brand in the US (Media, 7 July). That news was followed by confirmation that BBDO and OMD had won the pitch for dairy giant Fonterra's global creative account, after edging out Y&R.
It is believed that BBDO will set up a dedicated unit within the network to service Gillette, which is expected to include as many as 50 executives across Singapore and India, reflecting Gillette's own consolidation of regional marketing in Singapore.
Gillette's monitored media spend for the region is pegged at approximately US$75 million, while Fonterra's runs to about $100 million. While BBDO global CEO Andrew Robertson declined to comment on how much the wins were worth to the agency, he did note that the new business could mark a turning point for a regional offering that has stuttered. "Over the past few years, we've had no big regional wins, so I think it is very positive and suggests things are moving in the right direction," he said.
Both Robertson and regional chairman Chris Thomas noted that the recruitment drive will be critical in Shanghai — the hub for Gillette China — and Singapore, from where the rest of the Gillette and Fonterra Asian businesses will be run.
