Grey scoops Magnolia in Southeast Asia

Fraser & Neave has awarded its Magnolia Ice Cream account across Southeast Asia to Grey Worldwide Singapore following a pitch against Leo Burnett Singapore. <BR> <BR> Grey will help reposition the brand in F&N's major markets of Singapore, Malaysia and Thailand through an integrated advertising campaign which will break in June/July 2006. <BR> <BR> "Grey's team has demonstrated the ability to crystallise a single-minded, ownable proposition, distilling insightful findings about our target audience," said Fraser & Neave deputy marketing manager Josephine Lee in a statement. "We believe that the idea can potentially elevate Magnolia to a brand that engages the target audience's mind and increases affinity."