Club Med shakes up media agency model across APAC

Holiday lifestyle brand Club Med has appointed FABCOM as its media agency across the APAC region, following a pitch earlier this year.

Under the partnership, FABCOM will oversee media buying and planning duties across 14 APAC markets, including Hong Kong, Singapore, Malaysia, Thailand, Indonesia, India, Vietnam, the Philippines, Brunei, Taiwan, Japan, South Korea, Australia, and New Zealand.

According to Valerie Loy, vice president, marketing, Southeast Asia and Pacific at Club Med, FABCOM was chosen as it displayed strong performance media expertise and strategic approach to integrating performance marketing within a broader 360-degree marketing ecosystem.

Club Med sought a regional performance hub model rather than a market-by-market agency roster, seeking local partners capable of supporting wider marketing initiatives alongside paid media operations.

“FABCOM’s expertise in performance media, combined with a collaborative mindset and a continuous focus on innovation, makes them a valuable extension of our team,” Loy said.

Vincent Shek, managing director, FABCOM, said it was a proud moment for the agency.

"It’s a significant milestone for FABCOM and reflects the regional capability we’ve built across APAC," Shek said. "Performance media only compounds when it’s wired into everything else a brand is doing - Club Med were clear they wanted that integration, and that’s the brief we’re building around."

The appointment comes as Club Med continues to lean into sports and active wellness as a core pillar of its holiday offerings. The brand currently offers more than 60 land and water sports worldwide across its resorts.

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