Decathlon picks new media agency for SG market

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Sporting goods retailer Decathlon has handed its media mandate for the Singapore market to Havas Media. The account was won after a pitch and the scope of work includes integrated media planning and buying duties across traditional and digital channels.

The pitch was held at the end of 2022 and according to Kieran O’Shea, marketing director, Decathlon Singapore, Havas Media demonstrated innovative thinking in strategically breaking through this highly competitive landscape and proved strong performance for Decathlon already around the world. “Therefore, we are looking forward to this new partnership together in 2023,” he added.

When MARKETING-INTERACTIVE reached out for a comment, Havas added that it is set to roll out its first campaign for Decathlon in the first quarter of 2023.

Meanwhile in mid last year, Decathlon unveiled its Data Lab in Singapore to consolidate its efforts in the development of new digital services for Decathlon International as well as incubate data projects in collaboration with partners such as Sport Singapore, various research agencies, and schools. Projects and ideas initiated at Decathlon Data Lab will be tested in the adjacent Decathlon Singapore Lab store, and subsequently introduced to other Decathlon stores in Singapore and beyond.

“Sports has become such an integral part of our lives, especially since the pandemic. As an agency who believes in the benefits of physical wellness, we are truly excited to help Decathlon in its mission to provide Singaporeans with more affordable sporting goods options. Increasing brand awareness and a focus on driving physical and e-store traffic will be key priorities,” said Russell Lai, chief commercial officer, Havas Media Group Singapore.

The news comes just two months after Harman International, the parent firm of consumer lifestyle brand JBL, consolidated its creative and media accounts with Havas Group globally. The agency at that point asserted its commitment to deliver a global and fully integrated solution that will bring together brand strategy, creative, content, media and production as well as selective support in social media and influencer marketing. Havas´ mandate especially includes bringing the JBL brand to the next level of consumer activation.

Havas Media Singapore also recently promoted Deanson Lee to head of digital. He was previously executive director of digital strategy and client solutions. Lee oversees digital initiatives across the business and reports to Russell Lai, chief commercial officer of Havas Media Group Singapore.