Inner Mongolia Yili Industrial Group has appointed Saatchi & Saatchi Singapore to a retainer covering Malaysia, Singapore, Thailand, Philippines, Vietnam and Myanmar.
The appointment as SEA agency of record for the dairy giant follows a competitive pitch. Saatchi & Saatchi Singapore will handle strategy and execution to launch the brand and expand its presence in the region.
The scope of work includes brand communications in four product categories, as well as corporate communications. It encompasses advertising, digital and social media, OOH, PR and event activations across the six markets.
“The Southeast Asian market is one of our priority markets," Yvette Zhang, marketing director for international business at Yili, said in a media release. "It is important for us to take the right step forward with the right regional partner who has insight, talent, and experience in the dairy industry."
Saatchi & Saatchi Singapore proved to be the right partner "by demonstrating dynamism and vigour" and through the quality of its ideas and regional insights, she added.
Natalie Vander Vorst, Saatchi & Saatchi's regional client lead for Yili Southeast Asia, credited Publicis Communications' 'Power of One' model for its ability to serve clients who have "geographical and operational complexity".
Yili produces liquid milk, probiotic milk, ice cream, yogurt, milk powder, and organic milk, among other products.