Malaysia – Fraser & Neave (F&N) Group in Malaysia has appointed dentsu Malaysia as its new media agency of record, following a highly competitive pitch.
The partnership, set to begin in October 2024, will see dentsu take charge of media strategy, planning, and buying across F&N’s beverage and dairy portfolios in Malaysia. This includes categories such as isotonic drinks, carbonated soft drinks, water, wellness beverages, liquid milk, and canned milk.
Leong Wai Yin, marketing director at F&N Beverages Marketing, commented, “Our decision to partner with dentsu Malaysia was driven by their exceptional media strategy and innovative planning capabilities that will drive not just media effectiveness but overall efficiencies for us as we grow our portfolio brands. This is a power-packed team that has a deep understanding of our business, our products, and our consumers. We are excited to embark on this new journey with dentsu in this new phase.”
Meanwhile, Winnie Chen-Head, managing director of media at dentsu Malaysia, shared, “As part of a dentsu cluster that has our heart in Southeast Asia, we appreciate F&N’s ASEAN ambitions and bring our unique Malaysian perspective to support F&N’s growth in the market. We are therefore thrilled to be chosen to drive ambitious growth of its brands with our deep expertise in media effectiveness and ability to drive innovative solutions that go beyond the usual in this exciting new chapter.”
She added, “We had a blast working with the team so far, with opportunities to really connect with F&N’s well-loved and iconic brands such as 100PLUS, F&N CSD, Seasons, Oyoshi, Magnolia, FarmHouse, F&N Canned Milk, Teapot, and many more. We cannot wait to reach new heights together with F&N with this mandate!”
Dentsu has also been serving as F&N’s media agency of record in Singapore since 2019.
