Dairy Farm picks OMG, Omnicom Retail and Ogilvy as its agency partners

After a pitch announced earlier this year, Hong Kong based retail and restaurant conglomerate Dairy Farm has given its media mandate to Omnicom Media Group. The creative business has been split between Omnicom Retail Group and Ogilvy.

Dairy Farm operates brands like Cold Storage, 7-11, Guardian, Ikea and GNC across different markets in China and the South East Asia region.

A spokesperson from Dairy Farm said: “From time to time and as part of normal business practice, Dairy Farm with its multiple banners and brands, reviews creative and media agencies.

“We have since undergone an official and detailed pitch process covering the Dairy Farm Group business to ensure we are getting the best service and value for our brands and our customers.

“As a result of this pitch process, we have appointed the following agencies – Omnicom Media Group for media duties, the Omnicom Retail Group and Ogilvy for creative duties. We look forward to working closely with our new partners in driving greater relevance and engagement for our customers.”

In a discussion at Innovfest Unbound earlier this year, Dairy Farm South East Asia CEO Sam Kim had given directional cues on where he wanted the conglomerate to go, speaking at length about making the retail experience less transactional.

Speaking to Mumbrella at the event, he had outlined his expectations from agency partners and said: ““It’s about people who are able to take the data and translate it into experiences and relationships. Retail has been a lot about transactions and what we are working on is cultivating more relationships.”


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