DY&R, MindShare scoop Cerebos S'pore business

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

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