ASIA PACIFIC – The appointment comes at the 10-year mark of the fruitful relationship between Saatchi & Saatchi China and Mondelez. Saatchi & Saatchi will be Mondelez’s lead agency for all gum and candy brand strategy and creative work in the APAC region and locally, with the operation headquartered at Saatchi & Saatchi China.
The relationship started in 2006 when Saatchi & Saatchi China began strategy and creative work for brands like Prince, Ritz, Uguan, Pacific and Choclairs. In 2012, Saatchi & Saatchi Shanghai successfully launched Stride for Mondelez in China, where Stride enjoyed an impressive sales record and quickly went from an unknown to one of the most popular brands in China. The new slogan, “Just Can’t Stop It” became one of the most loved and widely repeated phrases among young consumers, fueling continued brand growth.
Mondelez decided to consolidate the rest of the APAC gum and candy business with Saatchi & Saatchi as a result of those and other successes in China and in the region at large. Saatchi & Saatchi will take charge of all gum & candy business for whole APAC region with key markets like China, Japan, Thailand and India and others, effective immediately.
Commenting on the strengthened partnership, Leanne Cutts, President, Gum, Candy & Beverages from Mondelez Asia Pacific said, “Saatchi & Saatchi has proven to be a valuable partner delivering successful brand campaigns for us over the years. This next evolution in the partnership as our Gum & Candy category’s appointed APAC creative agency will help leverage on regional resources and capabilities in the category and further fuel growth across the markets.”
The whole account will be supervised by the Saatchi & Saatchi China team. Irene Shum, Managing Director of Saatchi & Saatchi Shanghai, will become the Regional Business Lead. Fan NG, Chief Creative Officer of Saatchi & Saatchi North China, will be the Regional Creative Lead. Jonathan Daly, Chief Strategy Officer of Saatchi & Saatchi APAC, will be the Regional Planning Lead. The 3 of them make up the core of the Saatchi & Saatchi Regional team, working closely with Mondelez regional clients and the media regional team, supported by local Saatchi & Saatchi offices in Shanghai, Tokyo, Mumbai and Bangkok etc.
“We are all very excited to extend our great partnership with Mondelez across the region. This is a true testament of Saatchi remaining at the top of our game beyond China. We will work together to champion One Team One Dream among the Agency’s network of teams as well as between the Agency and Client teams. Together, we will strive on creative excellence and to grow our clients’ business in the region,” shared Shum.
