McCann Singapore resigns Fairprice

The agency ends a two-year relationship with the NTUC-owned company, which operates 150 supermarkets and convenience stores across Singapore.

Mark Ingrouille, McCann Worldgroup's Southeast Asia area director, said: “Fairprice has some great strengths and is developing in new directions. We’ve had a great couple of years working with them.

But there comes a point in many relationships where strategic divergence [and an unbalanced value return] means that it’s best to move forward in different directions."

"The truth is that Fairprice is just not right for us any longer. And we’re probably not right for them. We wish them every success for the future," he added.