DY&R, MindShare scoop Cerebos S'pore business

<p>SINGAPORE: Dentsu Young & Rubicam has snagged the creative brief and </p><p>MindShare has retained media buying and planning on the Cerebos </p><p>business, which the health food company is unbundling since Ogilvy & </p><p>Mather resigned the advertising account in Singapore and Malaysia (media </p><p>August 3). </p><p><BR><BR> </p><p>DY&R beat DDB, and MindShare edged out DY&R's media agency, The Media </p><p>Edge, for the brief. </p><p><BR><BR> </p><p>Pitching for the below-the-line business is still underway. Impiric, </p><p>Draft Worldwide and Rapp Collins are slugging it out for the brief, </p><p>which was previously handled by OgilvyOne. O&M Singapore has retained </p><p>the branding portion of the business as well as the Cerebos creative </p><p>account in Hong Kong, China and Taiwan. The business is with Lowe Lintas </p><p>& Partners in Thailand. </p><p><BR><BR> </p><p>Jennifer Yap, Cerebos product manager, said: "It was supposed to be a </p><p>strategic pitch but DY&R and DDB also presented creative work because as </p><p>they say 'a picture speaks a thousand words'." </p><p><BR><BR> </p><p>Tanuj Philip, managing director of DY&R, said: "Cerebos judged us on our </p><p>strategic thinking and the quality of the account service and creative </p><p>team we proposed to handle the business." </p><p><BR><BR> </p><p>DY&R's main task is to help Cerebos expand its product range and target </p><p>new consumer segments. </p><p><BR><BR> </p><p>Its media agency, The Media Edge, was also invited to present "an </p><p>expression of interest", but Cerebos chose to remain with incumbent </p><p>MindShare. </p><p><BR><BR> </p><p>Yap added: "We're happy with MindShare's performance and see no reason </p><p>to change media agencies." </p><p><BR><BR> </p>