BEING gets two slices of Mondelēz pie

TBWA\ Group, BEING Worldwide, based in Singapore has won a piece of Mondelēz International business in APAC, following a six week pitch involving agencies from Indonesia, Malaysia, the Philippines and Singapore.BEING has been tasked to create brand strategy and integrated creative development for two of its brands: Tiger Biskuat and Jacob’s biscuits.Narayan Sundararaman, biscuits category director of Southeast Asia, Mondelēz International said it is confident that BEING will inspire greater creativity and move these brands forward in the dynamic Southeast Asia market.“These brands have strong roots in the region, and we are looking forward to their continued success under BEING’s innovative counsel.”TBWA\ Group’s president for South and Southeast Asia, Philip Brett, shared that he is absolutely delighted to be working with the team at Mondelēz.“This partnership will leverage the different capabilities that the TBWA\’s network has to offer.”Tiger Biskuat launched in Indonesia 15 years ago has become a household name in both Indonesia and Malaysia. Jacob’s has been in production for over 50 years, one of the first few British biscuit brands to make its way into the Malaysian market.