Published on Marketing Interactive, Campaign Asia, Marketing Magazine and Adobo Magazine.
Danone has appointed OMD as their media agency of record for Malaysia and Thailand, following a multi-agency pitch which ended in June. The appointment, which spans a duration of three years, will see the Omnicom-owned agency take on integrated media planning and buying duties across traditional and digital channels for the global food and beverage company.
OMD Thailand, who is the incumbent, has expanded its Danone remit. The agency, who was previously responsible for only digital media planning and buying for Dumex now oversees all media planning and buying for Growing Up Milk brands under Dumex and Hi-Q. The pitch also saw OMD consolidate the Malaysia business, with OMD Malaysia responsible for all Growing Up Milk brands under the entire Danone portfolio.
Guided by OMD Design, the network’s end-to-end planning process, OMD Malaysia and Thailand clinched the account by displaying a strategic approach to deliver business results through digital and data-led expertise. Coupled with the agency’s emphasis on placing greater insights and capabilities at the heart of communications planning, OMD sealed the win in both markets with another pivotal factor – the calibre and passion of the talent who fronted the pitches.
“When we partner with a media agency, we look out for that one team who can work as an extension of our own to naturally co-build winning campaigns for our Growing Up Milk brands in Malaysia (Dumex Dugro, Mamil, AptaGrow and Milnutri to name a few),” said Anca Everts, Marketing Director, Danone Malaysia. “With their deep understanding of our category and our aligned vision as Digital Pioneers, we are confident that OMD Malaysia’s integrated media planning will enhance our consumer and shopper engagement while optimising our marketing investments,” she added.
“Overall, we were impressed by the level of commitment and enthusiasm which the OMD Thailand team had demonstrated throughout the pitch process,” said Korakot Vuthihirunthamrong, Marketing Director, Danone Thailand. “Our decision was based on your strategic approach, expertise and understanding of our business, which will form the foundation of our partnership,” she added.
“When coupled with our demonstrated commitment to Danone, strategic and data-driven solutions forge a cutting-edge partnership that make every media dollar work harder, resulting in better business outcomes” said Stephen Li, OMD APAC CEO “We are thrilled to partner Danone in Malaysia and Thailand, and we look forward to unlocking new and exciting growth opportunities for their business”, he added.
The appointment is immediate with work from OMD Thailand rolling out on 1 August 2020, and OMD Malaysia subsequently on 1 Oct 2020.