The pitch, which was called in July last year, saw the involvement of eight agencies. It is believed that the FMCG giant has handed three agencies, including Bates, to its roster. Campaign Asia-Pacific has been unable to identify the other two appointed agencies or the brands they will serve.
This new business is an addition for Bates, which has also retained Rexona Deodorant for Men, Women and Teens. The appointment was made at the end of last month for a period of one year, with an option for renewal thereafter.
Shubho Sarkar (pictured), CEO at Bates CHI & Partners Indonesia and ASEAN, noted that the appointment is “a reflection of the trust placed by Unilever in Bates” in connecting the brands with their audiences.
Bates is tasked to use the online space to engage with audiences to build values that lead to enhanced consideration.
Pradipta Roy, planning director for ASEAN at Bates, noted that the biggest challenge from the brief is to bring the brands’ proposition forward and make it relevant to both the brands and the audiences.
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