SINGAPORE: Dumex(多美滋) has named OMD(浩腾媒体) its media agency of record for its infant and child milk nutrition brands in Asia, effective January 2005.

The agency won the US$25 million business following individual pitches in five markets – China, Malaysia, Thailand, the Philippines and Singapore.

Both OMD and incumbent Initiative Media were asked to demonstrate their full capabilities in providing media solutions and showcase how each of the offices would manage the business based on local knowledge and expertise.

Jim Goh, OMD Southeast Asia regional managing director, said: “Our understanding of unique aspects of brands, consumers and the local media environment will form a local foundation to chart appropriate communications strategies to reach the growing sophistication among the target audience in these markets.”

Dumex holds a leading or second position in the infant and child nutrition market in each of the five countries, with the exception of the Philippines where it only entered the market in 2000.

The account was put up for review after Dumex dropped its China agency, Universal McCann.

The brand terminated its contract with the IPG-owned agency, citing potential conflicts with other Universal clients.

Desmond Tan, regional brand manager at Dumex’s holding company, The East Asiatic Company, earlier told Media that China accounts for 70 per cent of Dumex’s media budget.

Tan also noted that the brand was switching to a fee-based structure for its accounts, to better compete with rivals, many of which have numerous other product lines.

By: admin


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