MALAYSIA - Southern Lion, an FMCG company that makes Top brand detergent and Systema toothbrushes, has chosen UM to handle media buying, planning, and strategy as well as digital duties, Campaign Asia-Pacific has confirmed.
Incumbent Carat and UM both purportedly pitched for the US$18 million business.
Southern Lion, which competes in beauty, detergent, and oral care categories, is a 50/50 joint venture between FMCG company Lam Soon and Japan’s Lion Corporation.
Lion has operations in Japan, Taiwan, Hong Kong, Thailand, Singapore, Indonesia, China and South Korea. Its leading brands in Malaysia are Top and Bio Zip. Oral care brands Systema and Shokubutsu are also popular in the country.
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