foodpanda picks APAC-wide media agency partner

Food and grocery service foodpanda, has appointed dentsu as its media partner for its Asia Pacific markets. The markets will include Hong Kong, the Philippines, Malaysia, Singapore and Thailand – in addition to its existing remit in Taiwan, where dentsu has been its media partner since 2020. Dentsu’s appointment is effective as of 1 April 2023 and the agency will help support its media transformation journey and bring closer collaboration across the markets. The appointment will last for two years.

The competitive pitch ran from October 2022 to February 2023, according to a dentsu's spokesperson who spoke to MARKETING-INTERACTIVE. 

Don't miss: foodpanda expands pandago into the Philippines, Thailand and Taiwan

Prerna Mehrotra, CEO of dentsu Media APAC, said: “Our amazing team in Taiwan has built a strong foundation in the market, successfully differentiating foodpanda from its competitors with great relevancy to its target audience. To be entrusted with and grow our remit in APAC is a true testament to foodpanda’s confidence in us and we are honoured to add this portfolio in our roster.”

Mehrotra added that dentsu is excited to continue driving meaningful difference in their media and marketing strategy and can’t wait to do some great work together.

Ankit Kochar, head of brand media, foodpanda APAC, said that dentsu is an advertising powerhouse with a strong legacy in its media roots. “Given that they were able to navigate with great agility in today's digital complexities, we decided to take our existing partnership to the next level outside of Taiwan.”

Dentsu's extensive network and versatility were some of the key criteria that foodpanda was seeking in a partner, and the company looks forward to a meaningful and collaborative relationship in the years ahead, Kochar added. MARKETING-INTERACTIVE has reached out for more information. 

Recently, foodpanda has had a difficult time as it underwent another round of cuts. According to LinkedIn posts seen by MARKETING-INTERACTIVE, many of these roles are based out of Malaysia and cut across business development.  In a statement to MARKETING-INTERACTIVE, foodpanda said as the global macroeconomic environment continues to be challenging, the team unfortunately need to make the difficult decision to downsize some of our teams. 

Meanwhile, in the Philippines, foodpanda will serve as the official partner of the National Basketball Association (NBA) 3X Philippines which is scheduled to take place next month.  The thee-on-three competition, which will be presented by Mountain Dew, will see both men’s and women’s teams as well as NBA-based entertainment. 

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