Originally published on Marketing Interactive.
Delivery platform foodpanda has moved its media duties from Zenith to OMD Singapore following a pitch. OMD is mandated with the responsibility of managing foodpanda’s media planning and strategy across various touchpoints. The appointment is for a period of two years.
According to a statement, the agency won the pitch by “impressing foodpanda with out-of-the-box client-driven ideas” and strategic media planning approaches which taps into OMD’s data capabilities and network. Also competing for the account were agencies Zenith, Carat and UM.
“Operating in an increasingly competitive landscape means we need to constantly serve up new and creative ways of engaging with our audience, and it is crucial that we partner an agency that can run at the same pace that we do,” said Laura Kantor, marketing and sustainability director, foodpanda Singapore.
“We were impressed by OMD Singapore’s ability to effectively combine creativity with feasibility, and we look forward to continue delivering great food, and groceries, and also amazing content,” Kantor added.
Sadhan Mishra, managing director, OMD Singapore, commented, “We are thrilled to learn that our strategic media planning approach resonated with foodpanda. Through the pitch process, it was gratifying to see that foodpanda valued a long-term brand building process along with short-term goals that align with the values of our agency.”
“With OMD’s understanding of the market and experience in the field, we are confident that we will be able to help foodpanda establish their place as a valuable brand in Singapore in addition to fuelling their upcoming offerings. What a way to kickstart our year with such an amazing partnership,” he added.
Meanwhile, across the border in Malaysia, foodpanda appointed UM to handle media duties. UM’s remit will encompass all media duties including strategy, planning, buying, research, and data and analytics for foodpanda. The pitch was first called in September this year and foodpanda told A+M previously that the appointment is for two years with the option to extend for another. The appointment commences on the first week of December and Carat is the incumbent.
Most recently, foodpanda also promoted Kevin Zagolin to APAC head of virtual brands. In his role, Zagolin is responsible for growing and managing the virtual brands business at foodpanda APAC. He will also be required to improve and manage new virtual brands that reach product-market fit in a short period of time. He was previously APAC head of commercial for virtual brands. Zagolin joined foodpanda in April 2021 as its APAC head commercial of virtual brands and was responsible for developing a high-pace extension strategy across the APAC region, his LinkedIn said. He was also tasked with setting up strategic partnerships with FMCGs and restaurant chains. Before foodpanda, Zagolin was with Burger King for two years as senior manager and led the Australia and New Zealand markets.
To celebrate its 10th anniversary as a food and grocery delivery platform in Asia, foodpanda also introduced a fresh face for the brand called Pau-Pau. The pink panda first made appearances in Japan, Taiwan and Cambodia in December 2021, and is now rolled out in Singapore, Malaysia, Thailand, Hong Kong and Laos, before reaching the rest of the foodpanda network. The next phase will see Pau-Pau being introduced in the Philippines, Myanmar, Pakistan and Bangladesh. The introduction of Pau-Pau builds on foodpanda’s earlier brand refresh, which saw foodpanda revitalising its look with fresh visuals and a more vibrant colour palette across its design touchpoints, and more friendly user interface as the platform expands beyond just food delivery.