Beam Suntory extends digital partnership with M&C Saatchi Performance

Beam Suntory has extended its partnership with global digital media agency M&C Saatchi Performance until 2024 after working together for a year. The company had previously appointed M&C Saatchi Performance to handle digital duties until April 2022 for key countries in Southeast Asia including Singapore, Malaysia, Thailand, Vietnam, Philippines, and Cambodia.

The extension of this partnership will continue to see M&C Saatchi Performance to handling digital media planning, buying and strategy across Beam Suntory brands comprising of Jim Beam, Auchentoshan, Roku, Strong Zero and more for these key countries. This was also announced after the launch of Sui, Beam Suntory’s latest gin brand, in Southeast Asia. It was first launched in Japan in 2020.

Adeep Gupta, SEA managing director at Beam Suntory said that the company will be relying on M&C Saatchi Performance to increase its digital presence as it plays a key role in its strategy.

Meanwhile, Melissa Yik, M&C Saatchi Performance’s account director, added that during the pandemic, digital channels have provided a great alternative for beverage brands to sell their products online. "Today digital remains a key channel to drive measurable results and clear ROI. The successful launch of Sui is definitely going to be one of our focus areas together with further optimisation towards Beam Suntory’s sales objectives," Yik said.

Separately, Auchentoshan and M&C Saatchi Performance recently walked away with bronze for Most Effective Use – Consumer Insight and Market Research at MARKETING-INTERACTIVE's MARKies Awards Singapore 2022. The agency also bagged two gold and one silver for its campaign "GrabFood’s Internet Hawker Centre".

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