Robert Sawatzky
Sep 29, 2022

Suntory Beverage & Food calls media review in APAC

The $65 million account is spread across multiple markets involving beverages and health supplements.

Suntory Beverage & Food calls media review in APAC

Suntory Beverage & Food is briefing prospective agencies today as it kicks off an APAC media agency review for its many brands across multiple markets.

Campaign understands that the review involves all brands sold in the region under its non-alcoholic beverage and health enrichment categories, an account worth an estimated US$65 million in business. The remit includes beverage brands like Boss coffee, Ribena, Tea+, Mountea, MyTea and Okky as well as its Brand's health supplement products like Chicken Essence that had been acquired from Cerebos in the region. 

Most of the major media holding groups are participating, Campaign sources have confirmed. While some like Publicis Media and Dentsu have not yet named a lead agency for the pitch, Campaign understands there will be incumbent agencies participating.

In 2016, much of the regional media business had been consolidated with IPG Mediabrands' Initiative agency across Thailand, Taiwan, Malaysia, Singapore and Hong Kong. Since that time, Campaign understands that media duties have split across several markets in Asia with WPP's Mindshare, Havas Media in Indonesia, and Omnicom's OMD in Australia and New Zealand.

The media review is being managed by Ebiquity, which declined to comment. Campaign has also reached out to Suntory Beverage & Food APAC but did not receive a reply by the time of publication. 

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