DFI Retail Group has again picked global media agency OMD to handle its media duties for APAC following a competitive pitch, Marketing Interactive understands.
The account covers DFI’s subsidiary brands such as Mannings, Ikea and Cold Storage in markets including Hong Kong, Singapore, Malaysia and Indonesia.
OMD and DFI Retail Group did not respond to any queries at the time of writing.
DFI Retail first handed its media mandate to OMD in 2019. Most recently, OMD won the global media account for the spirits company Bacardi. Back in December 2022, it was also appointed by British fashion house Burberry to handle its global media planning and buying duties, following a competitive review.
On the other hand, back in October 2022, DFI Retail Group concluded its regional social pitch by handing M&C Saatchi Singapore a three-year contract, with a one-year optional extension covering both Singapore and Malaysia.
The contract was awarded based on the creative ideas the agency put forward in a pitch held in Singapore. M&C Saatchi Malaysia will handle the account for DFI’s business in Malaysia.
Together, M&C Saatchi Singapore and Malaysia will be responsible for the work under two verticals—digital strategy and creative—for DFI’s social media, SEO and EDM activities. Work on the account has already begun.
Ali Shabaz, chief creative officer, will lead the work supported by a team to develop and execute social content for new campaigns spanning all DFI brands.
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