The development follows a final round of pitching against Starcom MediaVest, after an initial phase that also included Carat and ZenithOptimedia. The review, managed by Accenture, consolidates Sara Lee’s numerous agency relationships for its brand portfolio in Southeast Asia and Australia.
Key brands affected include Brylcreem, Moconna, Puresse, She and Eskinol. The alignment will be managed out of Malaysia, where Sara Lee regional VP (body & face care) Mario Salvatori is based. “We now feel that we are in a highly competitive position for 2009 as we drive our business forward and take our brands further,” confirmed Salvatori.
Maxus will lead the business in Southeast Asia, while MediaCom will handle Australia. Sara Lee previously counted several agencies, including Carat and MediaCom on its regional roster.
