Initiative wins Cerebos in Thailand, Taiwan, Malaysia, Singapore and Hong Kong

Cerebos has appointed IPG Mediabrands agency Initiative to handle its media planning and buying in a number of markets in Asia, including Thailand, Taiwan, Malaysia, Singapore and Hong Kong.

The announcement:

SINGAPORE, 03 MAY, 2016 Cerebos, a subsidiary of Suntory Holdings led a regional media pitch, jointly for Cerebos, BRANDS and Suntory Beverage & Food Asia.

This first-ever regional pitch worth more than US$ 65m was managed by pitch consultant, R3, across markets of Thailand, Taiwan, Malaysia, Singapore and Hong Kong . The pitch was awarded to Initiative, a full-service media agency that is part of the IPG Mediabrands global network.

Initiative was incumbent in some of the countries in Asia namely Thailand – its key market in the region, which held the business for nearly 30 years. The other incumbent market was Singapore. Prior to its consolidation, the Japanese group worked with a variety of agencies including Vivaki, Mindshare and local shops in the region.

Said Neerja Sewak, regional chief commercial officer of Suntory Group: “We are happy to select Initiative as our media partner in the region. It is the team’s passion and deep relationship in our biggest market that gives them the edge. Going from eight agencies to a single agency will bring synergies, stronger strategic partnership at regional level and better quality of service at market level. My team is looking forward to working with Initiative to create a winning partnership.”

Gen Saito, CEO of Cerebos, added:  “The challenge here was not just getting all markets to align, but different divisions of Suntory including JVs to join in a Suntory-wide initiative.”

R3 Principal,  Shu Fen Goh, said: “The process was more complex than we anticipated, but strong leadership and commitment from Cerebos and Suntory top management got in to a successful outcome.”

Will Anstee, Chief Growth Officer of IPG Mediabrands, said: : “We are thrilled to win the Cerebos media pitch.  The media industry is moving at such a fluid and accelerated pace, we are constantly developing innovative ways of connecting and engaging with our consumers. On top of this, our business analytics engine, which has revolutionised the way we plan and buy media, is the real game changer. To this end, we have big ambitions for Cerebos.”

Source: press release


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