Tribal DDB won the account after a competitive pitch, which included incumbent agency Proximity and WPP conflict agency eVision in May 2012.
The win was determined in October last year and the work has been gradually rolling out market by market, starting with Singapore. Malaysia is expected to be the next market to launch a campaign.
So far, the team in Singapore has launched a website and Twitter campaign for Fonterra cheese brand Perfect Italiano and a Facebook campaign for calcium-enriched milk Anlene.
Tribal DDB is responsible for all digital work for the brand in these markets, while BBDO will continue to manage above-the-line work.
