Arcade wins Unilever brand Fruttare
Singapore-based agency Arcade has notched up another piece of Unilever pieces since it sold a stake to Publicis Groupe earlier this month, winning digital, social media and activation duties for Fruttare ice popsicle range across Southeast Asia.
The appointment has been made following a review, and comes the week after Arcade announced winning digital duties for Magnum ice cream in Southeast Asia.
Arcade’s ECD Mark Taylor called the win a “fantastic opportunity” for the agency.
“The brand has a wonderful spirit and fits perfectly with what people are telling us in our insight and consumer programmes about their lifestyle,” he said in a press release.
Campaigns for the brand will be phased to catch the best of the summer weather in each of market in the region, the agency explained.
Mico Mendoza, Unilever’s senior brand development manager: “Millennials are changing the snacking landscape as we know it today. This was something that really inspired us at Fruttare. And we were further inspired when we saw Arcade’s ideas for the brand in the region.”
Arcade sold a minority stake to Publicis Worldwide at the beginning of August.
Are any of these projects put out to a fair pitch because they don’t seem to be clear about this. Agencies usually love to brag about winning pitches and you never read that in their press releases.
Do they have some sort of sugar daddy at unilever who keeps passing them these projects without a pitch…..interesting considering that Arcade is now part of a P&G network agency.
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