Danone shifts MY media biz from Wavemaker, retains OMD in Thailand

Danone has named OMD to manage integrated media planning and buying duties in Malaysia and Thailand for three years, following a multi-agency pitch. The agency will be responsible for media duties across traditional and digital channels.

In Malaysia, Danone shifted duties from Wavemaker to OMD, with the latter now responsible for all Growing Up Milk brands under its entire portfolio, including Dumex Dugro, Mamil, AptaGrow and Milnutri. The appointment is effective 1 October. Meanwhile, incumbent OMD Thailand has expanded its Danone remit. Previously only responsible for digital media planning and buying for Dumex, it now oversees all media planning and buying for Growing Up Milk brands under Dumex and Hi-Q in Thailand. Work for Thailand rolled out on 1 August.

A+M understands that Wavemaker, IPG Mediabrands and Dentsu Aegis Network were also vying for the business in Malaysia and Thailand. It is also understood that the estimated billings for both markets is about US$20 million.

Guided by the network's end-to-end planning process, OMD Design, the agency said it won the account by displaying a strategic approach to deliver business results through digital and data-led expertise. Coupled with its emphasis on placing greater insights and capabilities at the heart of communications planning, OMD added that it sealed the win in both markets with the calibre and passion of the talent who fronted the pitches.

Anca Everts, Danone Malaysia's marketing director, said when it partners with a media agency, it looks out for that one team which can work as an extension of its own to naturally co-build winning campaigns for its Growing Up Milk brands in Malaysia.

"With its 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.

Meanwhile, Danone Thailand's marketing director Korakot Vuthihirunthamrong said overall, it was impressed by the level of commitment and enthusiasm which the OMD Thailand team had demonstrated throughout the pitch process. “Our decision was based on your strategic approach, expertise and understanding of our business, which will form the foundation of our partnership,” she added.

Stephen Li, OMD Asia Pacific CEO, said when coupled with its 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. “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.

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