Singapore – Omnicom Media Group’s media agency OMD in Singapore has nabbed the media agency mandate of online food and grocery delivery platform foodpanda. OMD Singapore replaces incumbent agency Zenith, while other agencies who joined the pitch are Carat and UM.
The mandate was won by OMD Singapore’s presentation of out-of-the-box client-driven ideas and strategic media planning approaches which taps into OMD’s data capabilities and network.
Laura Kantor, marketing and sustainability director at foodpanda Singapore, said that OMD Singapore impressed them with the ability to effectively combine creativity with feasibility, and that they look forward to continuing delivering great food, groceries, and also amazing content.
“Operating in an increasingly competitive landscape means we need to constantly serve up new and creative ways of engaging with our audience, and it is crucial that we partner with an agency that can run at the same pace that we do,” Kantor said.
The agency win comes after foodpanda had recently announced the launch of its brand mascot, Pau-pau, as part of the company’s 10th anniversary celebration.
Meanwhile, Sadhan Mishra, managing director at OMD Singapore, commented, “We are thrilled to learn that our strategic media planning approach resonated with foodpanda. Through the pitch process, it was gratifying to see that foodpanda valued a long-term brand building process along with short-term goals that align with the values of our agency.
He added, “With OMD’s understanding of the market and experience in the field, we are confident that we will be able to help foodpanda establish their place as a valuable brand in Singapore in addition to fuelling their upcoming offerings.”
OMD Singapore had also recently won the integrated media account of Singapore-based insurance company Income.
