Fanta names MediaMonks lead agency to amplify and grow brand in SEA


Fanta has picked S4 Capital's MediaMonks as its lead agency in Southeast Asia, effective immediately, and will be tasked with spearheading creative work for the brand, focusing on digital and social. The overall goal will be to further develop and amplify Fanta's brand promise in Southeast Asia, with a core creative message that will tie in all produced content, and link the brand to even more consumers from 2020 onwards.

Pratik Thakar, head of integrated marketing communications ASEAN at The Coca-Cola Company, said both S4 Capital and MediaMonks are leading the change in the industry, bringing a new-generation perspective on reaching consumers, merging data and technology with a unique approach to the development of content. "And of course, they’re brilliant at providing creative ideas to bring everything together," he added.

Victor Knaap, main monk and CEO of MediaMonks, said the vote of confidence Fanta displayed in its ability to create culturally impactful work is a badge of honor to the agency. “One of the world’s most iconic brands giving us full responsibility over their content and strategy in the region is a monumental achievement. We can’t wait to work on some seriously creative projects that will help guide the brand," he added.

In addition to the Fanta account, MediaMonks also bagged a few other clients in the Asia Pacific region including P&G SK-II, Shiseido, Mead Johnson Nutrition RB (Reckitt Benckiser), Marriott, and Resorts World Sentosa.

In June this year, the company brought on board former CEO of APD Tobias Wilson as VP of growth, APAC, bringing with him a decade of experience in the region. It also opened a new office in India, hiring industry veteran Poran Malani, founder of marketing and advertising consultancy Fair Fern, to build up its India base. Malani has worked at Ogilvy and McCann, and worked with brands such as Coca Cola. Meanwhile, S4 Capital also appointed Scott Spirit as chief growth officer and a board director in July, focusing on clients, mergers and acquisitions and investor relations.

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Read also:
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Martin Sorrell beats WPP in the MediaMonks acquisition deal
Why Sorrell remains ‘bullish’ on Asia in East-West battle for supremacy

(Photo courtesy: Fanta Facebook page)