F&N Beverages Marketing (F&N) has appointed Lion & Lion to manage social media marketing for its selected brands in Malaysia for period of six months with the option to renew, following a costings exercise. The brands are Oyoshi, Sunkist, F&N Magnolia, Farmhouse, Carnation, Teapot and the F&N Condensed and Evaporate Milk range.
The agency will be responsible for handling the brands' social media communication including strategy, creative, social and digital services to further reinforce F&N's position as the leading total beverage company in Malaysia and the region. According to Lion & Lion, the win is a testament to its expertise to design solutions with a unified approach to create a big impact on client’s businesses.
F&N's director of marketing, Graham Lim, said the process of appointing agencies is not an easy one, and it is especially important to have the right chemistry as well as a good understanding of its brands' identities. "Lion & Lion has shown that they can be a compatible partner with their strategic and down-to-earth approach, and we look forward to growing our social media marketing to the next level with this partnership," Lim said.
Meanwhile, Lion & Lion's MD of Malaysia, Ben Chew, told A+M that highly demanded consumer-facing brands today inevitably support a strong social media presence that answers to an entire generation of consumers who buy into brands only that they have relationships with. According to him, the agency recognises the importance of social media in building relationships by fueling consumer engagement, increasing conversion and consumer advocacy, and its aim is to consistently deliver on superior content that engages.
"However, our vision ultimately is not just to deliver on the one component of the marketing communications mix but instead showcase to F&N our capability as a total marketing solutions provider in today's digital ecology," he added. Chew also said that the latest win further builds on its FMCG portfolio.
"Our strategic, analytical approach bound by creativity will help us articulate F&N’s business vision and build engaged communities online. We are excited to use our extensive experience and understanding of the FMCG sector to deliver impact," Chew said.
Chew also said he loves the idea that both parties already share so much in common fundamentally. "But beyond the obvious that we both have the Lion in our brand-marks, the '&' symbol is also an indelible feature in our brand-names that for me represents the infinite possibilities in our newly minted relationship. Here's to an infinitely successful partnership and more," he added.
Lion & Lion is currently working with major FMCG brands such as Denmark-based international fruit drink brand Sunquick and Japan-based food company Glico Asia Pacific. Under the appointment with Sunquick, Lion & Lion will be responsible for managing Sunquick’s social strategy, creative content and community management to further strengthen the brand’s position across Malaysia, Singapore, Philippines, and Vietnam. Meanwhile, under Glico APAC, the agency is appointed to inspire people to adopt "A Wholesome Life in the Best of Taste", which is the company’s core philosophy.
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