VML is tasked with leading the brand's pan-regional digital marketing and creative strategy and be responsible for customised local activation within individual markets.
“These markets are challenging as we build our brand and compete head to head against local snacks and snacking habits," said Michael Guo, regional marketing manager for Pringles Asia-Pacific. “We selected VML as our agency partner based on their extensive digital experience and deep knowledge of our consumers in the region. Their ability to think for the brand was strongly evident during the pitch process. We believe this will enable them to effectively deliver our brand message to consumers via digital.”
In October, however, Pringles selected Dentsu Mobius to lead its social strategy and social content implementation in Thailand under a one-year contract.
When asked how VML Singapore would work with the local appointment, CEO Tripti Lochan said, "VML is the regional lead digital agency responsible for digital brand strategy, creative, overall social strategy across all the markets. Some markets will work with local agencies to execute that strategy in-market."
It is understood that Publicis, Wunderman and incumbent Isobar were also involved in the pitch.