Diana Marszalek 23 Jan 2019 // 3:45PM GMT
SINGAPORE — Mondelēz International has tapped MSL to handle its corporate communications in Southeast Asia, marking the first time the food giant has hired an agency of record for the region.
MSL won the business in a competitive review and MSL Singapore will serve as the regional hub from this month.
The agency is charged with aligning regional communications and bolstering Mondelēz’s market leadership across six countries including Singapore, Malaysia, Philippines, Thailand, Vietnam and Indonesia.
“MSL has demonstrated a high level of passion and clear understanding of the dynamic and fast-moving nature of our industry and our business needs. We look forward to our next phase of growth in South East Asia with MSL,” said Can Buharali, Mondelēz’s AMEA regional director of corporate and government affairs.
The move by Illinois-based Mondelēz, whose brands include Oreo, Cadbury and Ritz, is part of a larger initiative to strengthen its foothold in emerging markets. Southeast Asia is a priority for the company, which already is a regional leader in categories including chocolate, biscuits, gum and candy, Mondelēz said.