Byravee Iyer
Feb 8, 2013

Fonterra selects MediaCom as its media agency

ASIA-PACIFIC - Following a five-month review, New Zealand-based dairy company Fonterra has handed its media planning and buying business across Asia-Pacific (excluding Australia and New Zealand) and the Middle East to MediaCom, effective 1 April.

Fonterra will work with MediaCom across 10 markets
Fonterra will work with MediaCom across 10 markets

The account is believed to be worth US$150 million. The other agencies involved in the pitch were incumbent OMD, Carat and Mediabrands. According to a press release by consultancy R3, which managed the pitch, agencies were evaluated on their strategic and innovative approach to media, as well as competitive pricing. The pitch process included in-market meetings and ultimately a regional brief.

“MediaCom demonstrated a clear point of view on the role of communications for Fonterra not only now but as importantly moving forward into the future,” said Caroline Giller, Fonterra’s innovative marketing and digital director for Asia and the Middle East. “Throughout the entire process they were the most consistently performing agency across all markets.”

The pitch reviewed capabilities and rates on a market-by-market basis in China, Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan, Thailand, Vietnam and the United Arab Emirates. “Running a review spanning 10 markets is a formidable challenge,” said Goh Shu Fen, co-founder and principal of R3.

Fonterra shortlisted OMD, MediaCom and Carat in November. “We are delighted to have won the business against such strong competition,” said Toby Jenner, COO, MediaCom Asia-Pacific, who led the pitch. “Fonterra have led an incredibly rigorous process demonstrating the importance they place on the role of communications in their business.” OMD continues to handle the account in Australia and New Zealand.

Asia is an important market for Fonterra, accounting for about 40 per cent of its sales.

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