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Mondelēz International hands PR mandate for SEA to MSL

Mondelēz International has appointed MSL as the Agency-of-Record for its corporate communications duties in South East Asia, following a competitive review in late 2018.

As strategic PR partner, MSL is set to take responsibility for aligning regional communications and reinforcing Mondelēz International’s market leadership across six countries, including Singapore, Malaysia, Philippines, Thailand, Vietnam and Indonesia. MSL Singapore will serve as the regional hub.

As the maker of internationally beloved household name brands such as Oreo, Cadbury, Ritz, Chips Ahoy, Dentyne, Halls, Tang, Eden Cheese, Kinh Do and Philadelphia Cream Cheese, Mondelēz International is leading the future of snacking by empowering people to snack right – with the right snack for the right moment made the right way.

This appointment was made in tandem with the company’s strategic focus on emerging markets. South East Asia is one of the priority growth markets for Mondelēz International, as the company holds the leading position in key snacking categories such as chocolate, biscuits, gum, candy, and powdered beverages in the region.

Can Buharali, Regional Director, Corporate and Government Affairs, Asia, Middle-East and Africa, at Mondelēz International said, “MSL has demonstrated a high level of passion and clear understanding of the dynamic and fast-moving nature of our industry and our business needs. We look forward to our next phase of growth in South East Asia with MSL.”

“Mondelēz International provides best-in-class products that are supported by outstanding communications and relentless innovation. The company’s best of global and best of local strategy is on point to serve the diverse needs of consumers in South East Asia. Additionally, it is an honour to undertake the communications duty of its legacy CSR programs such as Joy Schools and Cocoa Life. The company’s philosophy to grow business in the most sustainable and symbiotic way is well embedded in those programs. We look forward to working together to elevate Mondelēz International’s corporate brand to be loved as much as its product brands across the region,” said Suya Kim, Managing Director of MSL Singapore.

The partnership commenced in January 2019.