Pocky's parent firm Glico sweetens creative strategy with The Chariot Agency

Japanese multinational food company Glico has appointed The Chariot Agency to manage strategic and creative campaigns for all its brands in Malaysia and Singapore, including social media management. The one-year appointment follows a three-way pitch and work is expected to roll out in January next year for Pocky, Pretz, Pejoy and Almond Praline Chocolate. When asked why Chariot was chosen, Glico's regional brand manager, Ian Leong, said: "We loved Chariot's fresh ideas based on deep consumer insights and how the agency is pushing the boundaries of bringing it to life, which is essential in the increasingly changing economy."

Meanwhile, Chariot's MD Adrian Cheah told A+M that there is a big ambition for Pocky moving forward and the team is stoked to be part of Glico's exciting plans. "As we have always done, we will look to explore new and traditional platforms to play with a clear sight of getting to Glico brand’s business goals together," he added.

Chariot was founded by Cheah and ECD Jarrod Reginald and backed by Foetus Group. Both individuals previously worked together at Geometry Global, BBDO Malaysia and Reprise. Cheah told A+M in an earlier interview that the lockdown offered him and Reginald more time to think and reevaluate where they were and what they wanted for themselves. "We concluded that running an agency on our own, based on our beliefs, was the way to go," he said. It is currently working with Costa Coffee, Tiger Beer, Netflix, and MISC.

Shortly after the agency's launch, Chariot unveiled its influencer department, Chariot Creators, with comedian Kuah Jenhan leading the charge as content creative director. The work done by Chariot Creators will mainly be targeted at social media platforms such as Facebook, Instagram, YouTube, Twitter and TikTok. However, the influencer unit is also exploring other platforms in the market that might be crucial in solving business problems in the market today.

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