Courts picks retail business partner for Singapore and Malaysia

The Oliver Group has won the retainer for Courts retail business in Singapore and Malaysia. The appointment is effective from 16 March in Singapore and 1 April in Malaysia.The arrangement will see Courts collaborating with Oliver to cover strategy conceptualisation, creative and media fulfilment through a combination of both on and offsite resource to maximise contribution.As part of its remit, the agency has been tasked with developing a long-term consumer value proposition for Courts that continues to reinforce this positioning through all integrated and tactical executions.Courts joins the growing list of global & regional clients such as Google, adidas, Starbucks, AXA, BMW, 3M and Pepsico who are embracing the OLIVER model as a more effective integrated solution.Under this arrangement Courts will use Oliver’s onsite staff in both its Singapore and Malaysia offices to achieve better results through a more strategic delivery, supported by regional brand planning from Oliver Singapore and Oliver London.Terry O’Connor, Group CEO of Courts Asia said: “The Courts team is excited about the partnership with Oliver as they have demonstrated their ability to bring strategic, creative concepts to life with a strong executional delivery. In retail, the volume of promotional campaigns is high and we need an agency who understands that and can balance with long-term brand development work.”Nick George, Oliver’s Asian partner added: “We’re naturally thrilled to be chosen by a forefront retailer like Courts to show how our proposition is totally relevant for today’s modern clients. Increasingly, marketing teams are opting for a streamlined agency model as it has proven to be more effective for an integrated campaign execution.Oliver is a global agency that currently employs 700 staff out of seven global offices.