Saatchi & Saatchi Singapore wins SE Asia mandate for dairy brand Yili

Saatchi & Saatchi Singapore has bagged the integrated communications business for Inner Mongolia Yili Group, a leading Asian dairy company.

The mandate extends to six countrie in South East Asia with Singapore as a regional hub, and covers brand and corporate communications.  

The announcement:

Inner Mongolia Yili Industrial Group Co.,LTD, Asia’s number one diary company, has awarded its integrated communications business in Southeast Asia to Saatchi & Saatchi Singapore, following a competitive pitch.

Appointed as the agency-of-record in South East Asia, Saatchi & Saatchi Singapore will undertake both strategic and executional duties to launch the brand and expand its presence in the region. The scope of responsibility includes brand communications in 4 categories as well as corporate communications. Starting with Yili’s master brand and product launches, Saatchi & Saatchi Singapore will serve as Yili’s strategy & creative communications hub in South East Asia. The communications will be rolled out through advertising, digital & social media, OOH, PR and event activations across 6 markets.

As the lead agency, Saatchi & Saatchi Singapore delivered a proposal developed by The Power of One model. It is a client centric approach that enables and empowers the client to tap into the best expertise and capabilities across the network, from strategy to creative idea; digital solutions to social and PR amplification.

Yvette Zhang, Marketing Director International Business for Yili, said: “The South East Asian market is one of our priority markets. It is important for us to take the right step forward with the right regional partner who has insight, talent, and experience in the dairy industry. Saatchi & Saatchi Singapore successfully proved that they were the right partner for us, by demonstrating dynamism and vigour in their approach throughout the pitch process. We were impressed with the quality of ideas and regional insight presented by the team. They strongly ratified our belief that the agency can cohesively deliver on the range of communications our brand requires to connect with the South East Asian consumers. We welcome Saatchi & Saatchi Singapore on board as our partner, to embark on this exciting journey together.”

Natalie Vander Vorst, Regional Client Lead for Yili South East Asia, Saatchi & Saatchi Singapore, said: “This is a significant win that proves once again Saatchi & Saatchi Singapore’s creative leadership in the nutrition sector. It is also meaningful that we proved the Power of One is the right model to serve the needs of clients with geographical and operational complexity. As a connected network for the connected age, we give a relentless focus to our clients by unifying the best talent and expertise within the network. We are delighted to have the opportunity to partner with Yili in their ambition to further grow across regions and be able to play a role in their history.”

Run Run Teng , Creative Director, Saatchi & Saatchi Singapore said: “Yili is ASIA’s largest dairy powerhouse. Getting a chance to write the narrative of such a brand is nothing less than inspiring. I am honoured to be a part of this adventure.”

Yili provides an extensive array of dairy products including liquid milk, probiotic milk, ice-cream, yogurt, milk powder, and organic milk, to name a few. The brand is also known as a pioneer both in preserving the treasure of Inner Mongolian milk and using it to create surprising and delightful products that go beyond consumers’ expectation.

Source: Publicis Groupe press release


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