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Burger King Singapore settles media pitch

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UPDATE: Marketing understands Burger King is tipped to appoint Havas for its media account.Havas did not comment on the matter. Burger King has not responded to Marketing's queries.Burger King Singapore launched the media pitch in September. The pitch is for the Singapore market only and covers media buying and planning duties. A spokesperson from Burger King confirmed pitch to Marketing.The call for the pitch came shortly after Newscape Capital, a private limited company incorporated in Malaysia, acquired BK business in Malaysia and Singapore from Ekuinas National Berhad (Ekuinas) last month.Ekuinas, the government-linked private equity fund management company, sold its investment in Burger King Malaysia and Singapore (BK Group/Rancak Selera Sdn Bhd (RSB)) for a total consideration of RM74.6 million. The sale of RSB by Ekuinas to Newscape Capital was completed following a sale process conducted together with BK Asia Pacific, the master franchisor for the Burger King brand in the Asia Pacific region.Ekuinas CEO Dato Abdul Rahman Ahmad said then the divestment of the Burger King restaurant portfolio will "enable the brand to be under a long term partner that possesses the the financial strength and the requisite operational expertise that will best benefit this iconic brand.”“We are pleased with the commitment and effort that Ekuinas has put into its Burger King Restaurants in Singapore and Malaysia over the last Four years to bring the business to where it is now,” said David Shear, president, Burger King Asia Pacific. He added the new partnership will see the brand grow in Singapore and Malaysia in the near future.Currently, Havas Media handles media buying duties for Burger King in both Singapore and Malaysia The agency was appointed last year to handle all media buying and planning on both online and offline sphere and upcoming ads will run on both print, TV and OOH mediums. Havas Media took on the account from ZenithOptimedia following a pitch.

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