Zenith won the business after a closed-door pitch against undisclosed agencies, and takes charge of brands including Dutch Lady, Tabasco and Ovaltine.
Besides planning and buying, the agency has been briefed to work on market development and activation initiatives. Friesland Singapore GM Eddie Koh, who said Friesland was poised to become a key player in the branded dairy nutrition industry in Singapore, added that the brand was “pleased to have ZenithOptimedia on board as our partner”.
Harpreet Singh Kaintel, CEO, ZenithOptimedia, said: “Our ROI-focused approach to contact planning proved to be the unique point of differentiation.”
The Netherlands-based consumer goods company reported a strong first half of the year, with profits up 36 per cent, to US$114 million, with Southeast Asia one of its strongest performers. Thailand, Vietnam, Malaysia and Hong Kong recorded strong sales following the launch of new products such as Dutch Lady and Yes! Fruity.
