Sara Lee regional marketing director Mario Salvatore pointed out that, at present, the company counts “plenty” of agencies on its roster, including OMD, Carat and MediaCom. Salvatore added that a decision on whether to pitch would be taken in a few weeks.
It is thought that a review would focus on South Asia and the Pacific, namely India, the Philippines, Malaysia, Thailand, Indonesia and Australia.
Sara Lee’s advertising spend across these six markets is estimated at approximately US$25 million, led by such brands such as Sara Lee (food and drink), Ambi Pur (air fresheners) and Kiwi (shoe polish). Other notable Sara Lee brands include Brylcreem and Sanex.
