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General Mills SEA picks creative agency for Betty Crocker

General Mills Southeast Asia has appointed GOVT Singapore as its creative agency for Betty Crocker.

The agency has been tasked to produce the strategy, conceptualisation and execution of through-the-line work for Singapore, Malaysia and Thailand. The agency’s first campaign is due to launch in Q2 2016.

Tim Chan, creative director, GOVT Singapore, said: “Following a decent first dance with Häagen-Dazs on their recent festive campaign, we’re thankful that General Mills has entrusted us with baking cakes now. It may seem like a typical FMCG task, but we’re looking forward to adding some magic sprinkles and icing on this cake, as we always do with all our clients.”

The agency now handles two General Mills brands, Häagen-Dazs and Betty Crocker.

According to GOVT, the agency’s first festive campaign for Häagen-Dazs Southeast Asia titled “Real Moments” in November 2015 achieved a 250% sales increase over the previous festive season, and more than three million views of it’s online video content.

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