ASIA-PACIFIC – SINGAPORE, SEPTEMBER 23, 2011: Omnicom Media Group’s OMD has won the Asia Pacific media business of global food and beverage manufacturer Sara Lee, covering three markets. The win is part of the international Sara Lee media consolidation pitch, where OMD retained the European business in addition to the APAC win.
Global food and beverage manufacturer Sara Lee awarded the media contract to OMD following a comprehensive pitch process involving three shortlisted agencies. As per the contract, OMD will be the agency of record (AOR) for all online and offline media services in 14 European markets and three new Asia Pacific markets – Australia, New Zealand and Thailand.
Harm-Jan van Pelt, SVP and member of the Coffee & Tea Board of Sara Lee said, “With the creation of a stand-alone publicly listed company focused on coffee and tea, Sara Lee’s international businesses will undergo a significant change. We will invest behind our coffee and tea brands in the future, with modern, relevant and creative media campaigns.”
The consolidation was called after Sara Lee’s recent divestiture of its Household & Body Care businesses to focus on its International coffee and tea brands, including well-known brand such as Douwe Egberts, Maison du Café, Marcilla, Moccona, Pickwick and Senseo.
Steve Blakeman, CEO, OMD Asia Pacific said, “We are proud and delighted to have won the pitch and I am confident that OMD will add value and strengthen Sara Lee’s brand presence in Asia.”
