NTUC FairPrice appoints Euro RSCG as lead agency

10AM Communications, in partnership with Bates141, has been named the government-link company's corporate branding agency, while Euro's sister media agency MPG takes on media planning and buying duties.

Teo Poh Yim, NTUC FairPrice's director of marketing and corporate communications, said in a statement: "The decision was made by a committee headed by the group CEO of NTUC FairPrice, after a thorough review of six short-listed agencies which met with the stringent criteria set for the job.

"This included industry understanding, consumer insights, creativity and originality as well as the experience of the proposed team. Our decision to partner Euro RSCG was due to the agency's successful demonstration of their strengths in strategic retail marketing and expertise in both above- and below-the-line capabilities."

The appointment comes two months after McCann Erickson resigned the business (Media 21 May), citing "strategic divergence" as the reason for the split.

Teo added: "We believe the collaborative efforts among the agencies will allow NTUC FairPrice to leverage on the strengths from each agency in bringing the co-operative to the next level in the retail market."

The appointments will be effective by July after a hand-over period with McCann.