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Fonterra appoints MediaCom to handle media planning and buying across Asia Pacific and Middle East

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By Gillian West, Social media manager

February 8, 2013 | 2 min read

New Zealand-based dairy company Fonterra has awarded its $150 million media planning and buying account across Asia Pacific and Middle East to MediaCom, following a five-month review of the business handled by consultancy R3 Asia Pacific.

Of the review, R3 co-founder, Goh Shu Fen, said: “Running a review spanning 10 markets is a formidable challenge. It would not have been possible without the commitment from Fonterra and all participating agencies, to ensure this was a bottom up approach with significant engagement at local market level.”

MediaCom won the account from the incumbent OMD, Carat and Mediabrands. Agencies involved in the pitch were evaluated on their strategic and innovative approach to media, as well as competitive pricing. The appointment takes effect from 1 April 2013.

Caroline Giller, Fonterra’s innovative marketing and digital manager for Asia and the Middle East, commented: “MediaCom demonstrated a clear point of view on the role of communications for Fonterra not only now but as importantly moving forward into the future. Throughout the entire process they were the most consistently performing agency across all markets.”

MediaCom Asia Pacific COO, Toby Jenner, who led the pitch, added: “We are delighted to have won the business against such strong competition, Fonterra have led an incredibly rigorous process which demonstrates the importance they place on the role of communications within their business. We’re looking forward to supporting Fonterra’s ongoing business success with some great work.”

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