Dentsu Malaysia bags media agency of record mandate for F&N

Dentsu Malaysia has been handed media agency of record mandate for Fraser & Neave (F&N) Group in Malaysia, following a competitive pitch.

Effective October 2024, dentsu will be responsible for media strategy, planning, and buying across F&N’s beverage and dairy portfolios in Malaysia, which includes isotonic, carbonated soft drinks, water, wellness, 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.”

Winnie Chen-Head, Managing Director, Media, dentsu Malaysia, commented, “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.

We had a blast working with 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!”

Separately, dentsu has been serving as media agency of record for F&N in Singapore since 2019.