Dairy Farm Group splits creative duties, concludes US$50 million media review

Dairy Farm Group has picked Omnicom Media Group for media duties, and split the creative remit between Omnicom Retail Group and Ogilvy, following a pitch held earlier this year. For creative in particular, Marketing understands, Omnicom Retail Group will handle the health and beauty segment, while Ogilvy will be responsible for the food and home furnishing segments.The media spend is believed to be approximately US$50 million and the pitch was handled by R3. R3 could not be contacted at the time of writing. It is understood that Ogilvy will oversee the IKEA account for Indonesia, Hong Kong and Taiwan, after TBWA\\Singapore was picked last month to handle creative across Singapore, Malaysia and Thailand. Omnicom Retail Group is a centre of excellence formed in March this year to advance the agency's commerce capability.Meanwhile, the appointments are understood to be for Singapore, Malaysia, Indonesia, Hong Kong, Philippines, Vietnam, Taiwan and China. Marketing has reached out to Dairy Farm Group for comment.According to the company's website, here are the brands under Dairy Farm Group:Supermarket: - Cold Storage - Jason’s Marketplace - Giant - Hero - Mercato - Oliver’s - 3hreesixty - San Miu - Lucky Supermarket - Wellcome - YonghuiConvenience store: - 7-ElevenHome furnishing: - IKEAHealth and beauty: - Guardian - Mannings - Rose Pharmacy - GNC Live Well