F&N Malaysia picks new media agency

F&N Group Malaysia has appointed Dentsu Malaysia as its media agency of record, following a competitive pitch. 

Effective October 2024, dentsu will be responsible for media strategy, planning and buying across F&N's beverage and dairy portfolio in Malaysia. This includes isotonic, carbonated soft drinks, water, wellness, liquid milk and canned milk. 

“Our decision to partner with dentsu Malaysia was driven by their exceptional media strategy and innovative planning capabilities that will drive not just media effectiveness but overall efficiencies for us as we grow our portfolio brands," said Leong Wai Yin, marketing director at F&N beverages marketing.

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"This is a power-packed team that has a deep understanding of our business, our products, and our consumers. We are excited to embark on this new journey with dentsu in this new phase," added Leong. 

This two-year remit strengthens dentsu's partnership with the F&N brand, having served F&N in Singapore as its media agency of record since 2019. 

“As part of a dentsu cluster that has our heart in Southeast Asia, we appreciate F&N’s ASEAN ambitions and bring our unique Malaysian perspective to support F&N’s growth in the market. We are therefore thrilled to be chosen to drive ambitious growth of its brands with our deep expertise in media effectiveness and ability to drive innovative solutions that go beyond the usual in this exciting new chapter," said Winnie Chen-Head, managing director, media, dentsu Malaysia.

"We had a blast working with team so far, with opportunities to really connect with F&N’s well-loved and iconic brands such as 100PLUS, F&N CSD, Seasons, Oyoshi, Magnolia, FarmHouse, F&N canned milk, Teapot and many more. We cannot wait to reach new heights together with F&N with this mandate," she added. 

Meanwhile, F&N appointed creative agency Muma Malaysia as their agency partner for various projects in May this year for its ready-to-drink and can milk categories.

F&N Magnolia also picked Havas Malaysia to manage its integrated mandate in January 2024. As part of the remit, Havas Malaysia will handle the brand strategy, creative and social remit for F&N Magnolia’s diverse range of milk products, it said in a statement. 

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