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Categories
| Universal McCann wins RM40m Cerebos account |
| Media & Advertising | |||
| Written by Emily Tan | |||
| Tuesday, 18 August 2009 11:24 | |||
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Cerebos is best known for its anchor brands — Brand’s Essence of Chicken and Brand’s InnerShine. Universal McCann (UM), which won the account early this month without a pitch, took over from incumbent MediaEdge:CIA. Koh Joo Siang, general manager of Cerebos Malaysia, said the company chose UM as its media agency partner because of its proven track record in creating business via media creativity, new communications platforms integration and efficiency. Cerebos was investing substantially to restage their brand to youth as “a modern lifestyle choice”, he said in a recent press statement. Prashant Kumar, CEO of UM, said in an email interview on Aug 15 that the youth lifestyle and Malay target audience provided “many exciting opportunities” for the agency. “Integration, media creativity and insight are other essential ingredients,” he said. UM will be working closely with Cerebos’ creative agency, Lowe & Partners Sdn Bhd, to build a well-integrated campaign. “When you can’t tell if the campaign is the product of the creative or media agency’s work — you have magic,” said Prashant, adding that UM was looking forward to working with Lowe. UM’s other wins this year include Telekom Malaysia and Dutch Lady. This article appeared on the Media & Advertising page, The Edge Financial Daily, August 18, 2009.
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