foodpanda Malaysia wraps up media pitch

Foodpanda Malaysia has appointed UM to handle media duties. UM’s remit will encompass all media duties including strategy, planning, buying, research, and data and analytics for foodpanda. The agency was praised for its strategic ideation, competitiveness, and the ability to transform media excellence into real business results. The pitch was first called in September this year and foodpanda told A+M previously that the appointment is for two years with the option to extend for another. The appointment commences on the first week of December and Carat is the incumbent.

Marketing director Bernard Chong told A+M that its decision to initiate an agency pitch was due to two key drivers: how does foodpanda better align its marketing plans to its growth strategy; and how can it further leverage on its consumer insights to drive marketing efficiency.

"The post-pandemic climate has made it necessary for brands to embrace agility as we cater to the demands of an ever-evolving media landscape. It was a highly competitive pitch, with each agency tabling its insightful strategies and the opportunity to meet with the agencies' finest corps d'elite planning team," Chong explained. He was appointed to his current role in October and reports to Malaysia MD Sayantan Das. He works closely with the marketing and growth teams, with Caroline Wee, head of marketing for food delivery and Vanita Menon, head of marketing reporting to him.

Foodpanda Malaysia was seeking a partner that shares the same hunger for growth and "a co-driver on its domination plans", Chong said, one that would challenge the conventional, to drive innovative, data-driven integrated media planning solutions for the brand. "UM ticked all these boxes, bringing a freshness of thinking and agility that will match the needs of our business," he added.

"We were especially impressed by the team’s energy and commitment. We strongly believe that people are the main asset behind everything and the synergy between foodpanda x UM will be a key factor for our future success," Chong said.

That said, Chong also thanked Carat Media, adding that the agency has been a wonderful partner to the brand since 2019 and has brought foodpanda to new heights from pre to post-MCO. "We are thankful to the team for their commitment and for being with us throughout our growth journey," he added.

Audrey Chong, CEO, UM and UM Studios, told A+M that foodpanda is an exciting brand that continually pushes the boundaries of innovation when it comes to all things delivery, and the agency is thrilled to have this opportunity to work on the business. "This is truly the best news for us as we close 2021, and we look forward to a great start for 2022 with this partnership," she said.

"The team is all geared up to do some great work for this fun, daring brand. We look forward to an exciting journey of collaborating and building more buzz with foodpanda," she added. When asked about her vision for the foodpanda account, she told A+M that UM's Futureproof ambitions to help build brands that disrupt through data-led integration, digital acceleration and content creation through a consultative lens aligns with foodpanda's vision of the media partnership. "Our vision is to support foodpanda in their ambitions to further grow their reputation and engagement in Malaysia," she said. A+M has reached out to dentsu for comment.

Foodpanda's parent company, Delivery Hero, saw total segment revenue increase by 89% to hit US$2.03 billion during the third quarter of 2021. Its gross merchandise value (GMV) grew 65% year-on-year to reach US$10.83 billion. In Asia, Delivery Hero reported an increase in orders from 347.8 million to 540.0 million, marking a 55% year-on-year increase. Also also contributed 48% of Delivery Hero's total segment revenues, making it the largest contributor. The quarter also saw increased basket sizes across all major Asia Pacific markets and a 71% year-on-year increase in GMV from US$4.36 billion to US$7.44 billion. 

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