Singapore - Saatchi & Saatchi has been named Agency
of Record for two of Petra Foods Limited’s major brands – SilverQueen and Top –
after a series of competitive pitching for the accounts involving multiple agencies.
As part of this new assignment, Saatchi & Saatchi will drive the creative
direction and strategy for both brands in South East Asia, with the account
being led from the agency’s regional hub in Singapore.
“We felt that Saatchi & Saatchi
delivered an exciting creative and strategic approach for both brands,” said
Amos Yang, Chief Marketing Officer, Consumer Division, Petra Foods Limited. “Our
consumers are young and vibrant, and in such a competitive confectionery market,
Saatchi & Saatchi showed that they understand the opportunities to grow engagement
with our audience.”
“Saatchi & Saatchi is very excited to
be working on such iconic Asian brands like SilverQueen and Top. Consumers in
South East Asia have strong emotional connections with local products, and we
look forward to delivering meaningful and fun experiences to further strengthen
these relationships,” said Paul Roebuck, CEO of Saatchi & Saatchi Singapore
Petra Foods has been delighting generations
of chocolate lovers in the region for over 50 years, with SilverQueen and Top
some of the most popular chocolate confectionery in Indonesia.
This is the first new business win for Saatchi & Saatchi Singapore under the creative leadership of ECD, Dominic Stallard, who joined the agency in April this year.