SINGAPORE – To get a stronghold on 200 million active social media users and 744 million mobile connections in Southeast Asia, Kellogg’s has appointed VML Singapore as APAC Regional Digital Agency of Record for Pringles following a multi-agency pitch in February 2015.
“These markets are challenging as we build our brand and compete head to head against local snacks and snacking habits. We selected VML as our agency partner based on their extensive digital experience and deep knowledge of our consumers in the region. Their ability to think for the brand was strongly evident during the pitch process. We believe this will enable them to effectively deliver our brand message to consumers via digital,” said Michael Guo, Regional Marketing Manager, Pringles APAC.
VML will be tasked to lead pan-regional digital marketing and creative strategy and be responsible for customised local activation within individual markets.
“The teams at VML are very excited at the opportunity to work with such an iconic snack brand as Pringles and with the Kellogg’s team in the region. Together, we are collaborating on a strategy that views the brand holistically, but has the flexibility to accommodate the nuances of our key markets. We can’t wait to launch the first campaign!” shared Tripti Lochan, CEO, VML Singapore.
