According to Media Asia, the BBDO win expands on Clemenger BBDO's existing Fonterra business in Australia and New Zealand, having edged out Y&R in the final round. Fonterra is behind the Anchor and Tip Top icecream brand among others.
Fonterra's decision marks a consolidation of several agency relationships in Asia-Pacific, with the Asian business previously handled by FCB and FCB Media.
"As we continue to develop our strategy… it is important that we have greater consistency between our markets and operate more efficiently," said Fonterra Brands MD Sanjay Khosla in a press statement. "A single agency gives us these advantages."
The statement also noted Fonterra's continuing intention to focus investment on a "small number of high performing power brands which have the potential for stronger global appeal", as part of its 'Winning Through Brands' strategy.
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