TBWA\Tequila scoops Haagen-Dazs regional

• TBWA\Tequila Malaysia wins Haagen-Dazs Asia-Pacific biz
• Includes SE Asian markets, Korea, the Polynesian Islands and Guam
• Campaign expected to roll out in coming months
  

Regional - TBWA\Tequila Malaysia has been handed the Haagen-Dazs Asia-Pacific regional account by General Mills.

The win will see the agency handle the brand's advertising and communications business across Malaysia, Indonesia, Korea, Singapore, Thailand, and the Philippines. The Polynesian Islands and Guam are also said to be part of the account.

"A key factor in the award was the fact that with TBWA in Malaysia, we have the best of both worlds - an agency of international standards and quality and a cost-effective regional base," Trevor Pickard, regional marketing director, General Mills Asia Pacific said.

In a statement the agency said it will develop a Regional Communications Toolkit to work with the key markets so it can be leveraged to support new flavor launches and augment the gifting portfolio. And it was also required to demonstrate how the concept can be brought to life in-store, retail outlets and online.

TBWA is responsible for overall campaign and website management while a new campaign is expected to roll out in the coming months.  

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