3M hands APAC media and buying duties to Initiative

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Global technology and manufacturing powerhouse, 3M, has appointed IPG Mediabrands' Initiative as its APAC media agency of record. Initiative will now handle all media and buying duties for the portfolio of brands across 3M’s Consumer Business Group segment, according to a statement by the agency.

Initiative’s remit will cover 13 markets including Singapore, Australia, India, Korea, Indonesia, New Zealand, Malaysia, Japan, Vietnam, Philippines, Thailand, China, Hong Kong and Taiwan. The appointment will be effective immediately.

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“Marketing at 3M is on a transformation journey to enhance our digital footprint, accelerate our go-to-market execution and optimise scale and efficiency," said Chitkala Nishandar, the director, APAC marketing centre at 3M – CBG. "We are very pleased to have Initiative as our media partner, who bring strategic thinking, agility and understanding of diverse consumer targets, making them a great fit for 3M Asia Pacific’s consumer business,” she explained.

“We are thrilled to partner with 3M on a strategically unified marketing approach using Initiative’s new fame and flow model,” added James Smyllie (pictured), the president of Initiative APAC.

The news comes shortly after FairPrice Group appointed IPG's UM and Omnicom Group's Homeground United as its media and creative agencies of record for its business, as confirmed to MARKETING-INTERACTIVE.

This followed a rigorous closed-door review, managed by independent global marketing consultancy R3 which began in January 2023. The agencies were selected for their ability to provide integrated and holistic media, creative and communications counsel and execution of marketing for the group spanning multiple brands including FairPrice, FairPrice Xtra and Finest supermarkets, Cheers convenience stores and Unity pharmacies.

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