Interestingly, the agency will not be handling the company's Singapore duties even though the coordination for the account will be done out of the Singapore office. Starcom remains the agency of record in Singapore.
MPG won the account after a closed-door pitch process, according to a press release from the company. An MPG spokesperson declined to identify the other agencies involved in the pitch.
Previously, Far East had no agency for overseas media buys.
“Our robust regional agency network, understanding of how to reach the affluent consumers in the region, and our ability to lead and co ordinate all this from Singapore, were certainly major factors that aided our selection as a media partner for Far East Organization," says Melvin Lim, CEO of Havas Media Singapore.
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