Dairy Farm Group agencies under review company-wide
Dairy Farm Group has announced a review of its creative and media agencies across all its brands and markets.
The process will see advertising and other agencies invited to pitch for branding and promotional services across brands as diverse as 7-Eleven, Giant, Cold Storage and Guardian, potentially expanding to Ikea in several Asia markets and Starbucks, which Dairy Farm has the rights to in Hong Kong, Singapore, Vietnam, Thailand and Cambodia, through subsidiaries.
Those retail brands are currently serviced by a variety of agencies and there is no suggestion that Dairy Farm will opt for a single agency across all brands.
A Dairy Farm spokesperson told Inside Retail Asia: “As part of normal business practice, Dairy Farm, with its multiple banners and brands, from time to time reviews creative and media agencies to ensure we are getting the best service and value for our brands and customers.”
According to Mumbrella Asia, Dairy Farm’s current agency partners include BBDO on Guardian and MEC on 7-Eleven in Singapore.