DFI Retail Group hands group-wide 3-year social contract to M&C Saatchi

DFI Retail Group has concluded its regional social pitch by handing M&C Saatchi Singapore a three-year contract, with a one-year optional extension covering both Singapore and Malaysia. The agency will work closely with DFI’s team to create campaigns for its stable of brands across the two countries including Giant, Cold Storage, CS Fresh and Guardian in Singapore as well as Giant, Giant Mini, Mercato and Cold Storage in Malaysia.

The contract was awarded based on the creative ideas the agency put forward in a pitch held in Singapore. M&C Saatchi Malaysia will handle the account for DFI’s business in Malaysia. Together, M&C Saatchi Singapore and Malaysia will be responsible for the work under two verticals—digital strategy and creative—for DFI’s social media, SEO and EDM activities. Work on the account has already begun.

“Through our campaigns, we are committed to building a strong social media presence for DFI by putting their customers at the heart of everything. We look forward to driving further engagement through content that will bring compelling experiences for the customers,” said Madina Kalyayeva, managing director, M&C Saatchi Singapore.

Ali Shabaz, chief creative officer, will lead the work supported by a team to develop and execute social content for new campaigns spanning all DFI brands.

“With the social media space starting to grow massively, the creative possibilities are very exciting. These DFI brands are iconic, and we are delighted to have the opportunity to help with the next phase of their journey,” Shabaz said.

Richard Morewood, CEO, M&C Saatchi Asia said the win expands M&C Saatchi’s expertise in the retail sector.

“With a multi-pronged network around the region, we are excited to identify challenges from clients’ businesses and provide the best solutions from our expert pool of resources,” he said.

Morewood added that securing DFI Retail Group reinforces its regional footprint, validating the agency’s decision to create a Southeast Asia hub. “Working through a collaborative approach and combining the brilliant minds we have across Singapore and Malaysia, we are excited to witness the partnerships forged internally and observe the benefits for our clients as they navigate across markets,” he said.

Most recently, M&C Saatchi Indonesia also launched its shopper arm M&C Saatchi Shopex and brought Mike Forster as the new managing director on board. The division is designed to deliver omnichannel shopper and brand experience solutions to clients in Indonesia. 

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