Ogilvy nabs Frito-Lay in Asia-Pacific

SINGAPORE: Ogilvy PR World-wide has beaten out two other networks

to become agency of record for Frito-Lay snack foods company in

Asia-Pacific.



Ogilvy's Singapore office will lead the account, which will entail brand

building in seven Asian markets: Japan, China, South Korea, Thailand,

Malaysia, Indonesia and India.



Four core teams will lead the account, including country MDs, which will

eventually involve more than 25 people. Ogilvy has a one-year renewable

contract.



Ogilvy PR Asia-Pacific president Matthew Anderson said the account is a

relatively new area for Ogilvy Asia-Pacific, complementing clients

including Pepsi, Unilever and Nestle. "As the tech industry quieted

down, we realized that we had true depth in consumer branding, and the

food and nutritional area," said Anderson. "Frito-Lay fits well with

those, as well as with other major consumer brands, like Nokia, that we

represent around the region."



Ogilvy's mandate is to "protect the Frito-Lay brand from negative

developments."



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