100PLUS MY hands creative and social duties to Leo Burnett

100PLUS has renewed its partnership with Leo Burnett for creative duties, while at the same time extending social media duties to the agency. The appointment is for two years following a month-long four-way pitch and will commence from February 2022.

The pitch process saw strategy, creative and integrated ideas that covered the enhancement of the consumer journey, elevating consumer brand experiences, and building product category relevance for each 100PLUS beverage and the brand's audiences. According to Publicis Groupe Malaysia, the agency review is an integral part of 100PLUS’s renewed approach, which demanded a transformation of its marketing strategy. The agency said it won the account based on its winning ideas, use of technology and disruptive mindset to capture the hearts and minds of all Malaysians. The incumbent for social is VMLY&R and A+M has reached out to the agency for comment.

F&N's MD, Graham Lim, said it sought a strong agency partner that is passionate about building brands and also able to take 100PLUS to the next level of consumers' share of mind in the current dynamic market. "We are confident that our renewed partnership with Leo Burnett will unleash 100PLUS brand potential to new heights," Lim said.

Meanwhile, Publicis Groupe Malaysia's CEO, Neil Hudspeth, said he is delighted with the extension and expansion of its valued partnership with F&N and 100PLUS, and equally grateful for the continued trust and passion shown by the client. Hudspeth explained that this continued collaboration is a testament to both parties' joint belief in great work that delivers impactful business-building solutions. 

He also told A+M that every win is important, regardless. "Winning fuels positivity and helps reward everyone’s efforts. It is motivating in the short term, but there are so many other factors that drive long term motivation beyond winning alone. The most important of which is always doing great work, smart work that impacts on our clients’ ambitions and business objectives. This commitment from us and the expectation from our clients is motivating," he explained.

Having worked with 100PLUS for two years, Hudspeth said Leo Burnett is blessed to already have a great team, great collaboration, and a great partnership with its clients. According to him, the addition of social to Leo Burnett's remit is new and extremely important and exciting.

"Being able to better connect customers across their ecosystems to encourage brand engagement and influence, drive brand conversion and build brand loyalty is crucial to our strategy. So this opportunity affords us the ability to fully leverage our growth loop approach to better help 100PLUS win a platform world," he added.

At the same time, Leo Burnett's ECD, Iska Hashim, added: “We’ve had a great relationship with the 100PLUS team for two years, weathering the challenges of the pandemic. And we’re honoured to continue to serve as the creative agency of record, and now social agency of record, to help grow the business even further."

In September, 100PLUS signed national women’s doubles pair Pearly Tan and Thinaah Muralitharan as its new brand ambassadors. The sponsorship lasts for two years. Meanwhile, the Groupe recently made two senior promotions in Malaysia - Emir Shafri and Andrew Michau. As chief creative officer, Emir will be responsible for driving the company’s creative ambition, while Michau will enhance the agency’s integrated, and data-led approach to connected solutions as chief strategy officer. Meanwhile, MSL Group appointed Elya Eusoff in October to lead the Malaysia business as GM. 

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