SINGAPORE: Ogilvy PR World-wide has beaten out two other networks
to become agency of record for Frito-Lay snack foods company in
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
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