Dutch Lady appoints Arachnid and Slipknot to Friso CRM account in Malaysia

The agencies pitched against Leo Burnett's Arc. Incumbent agency Rapp Collins was not involved in the review.

Rahul Colaco, marketing director at Dutch Lady Milk Industries confirmed the news. "We have done some deep diving into consumer trends and recognised the importance of digital and CRM in Malaysia. Friso is currently at number six in the milk powder market. We want to raise its game. We wanted more of an intimate consumer experience, which the use of CRM will help us achieve."

Slipknot and Arachnid will be responsible for digital, creative development, consumer data and activity planning around the Friso brand.

"Arachnid and Slipknot are well recognised in the market. They also have a very quick and clear understanding of our consumers - this really stood out," Colaco added.

Arachnid previously worked on Mead Johnson Malaysia and was involved in the recent digital pitch for Enfa milk and Sustagen milk powder brands. However, it is now believed the agency resigned the account to concentrate on the Friso business.

The result of the Mead Johnson pitch is still pending. Dentsu and one other local Malaysian agency are believed to be involved in the review.