FGV Holdings has appointed Initiative to manage digital duties and A+M understands that the appointment follows a pitch held in July this year which focused on campaigns for its subsidiary Delima Oil Products. Entropia was previously working on the digital account.
Entropia's partner, integrated media, Syahar Khalid, told A+M that it was first appointed by Delima Oil Products on a project basis following a pitch held last year. Since then, both parties have worked on Ramadan and Raya campaigns. "[FGV Holdings] subsequently pushed out several other project-based briefs, which we were not successful with," he added. FGV Holdings did not comment on A+M's queries at the time of writing. Initiative declined to comment on A+M's queries.
Among the list of brands under Delima Oil Products include Saji, Adela, Seri Pelangi, Tiara, Tiga Udang, and Premeo. Delima Oil Products recently rolled out three new essential food items under its flagship brand Saji - Saji rice, Saji coarse sugar and Saji coconut milk - in line with its expansion into the FMCG segment. Group CEO Haris Fadzilah Hassan said the company will be introducing more FMCG products in line with its strategy to move further downstream into branded consumer food segment. He added that FGV is leveraging its expertise in agriculture to be involved in food production beyond palm based. "We aim to develop this segment into a stronger revenue stream that is stable and sustainable," he added.
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