General Mills has appointed BBH Asia Pacific to work on the digital business for Haagen-Dazs, covering the Asia Pacific region, the Middle East and South Africa.
BBH has been tasked with the development of a strategic framework and creative assets for digital and PR activation, with a focus on content management in the social media space.
The appointment was made after a closed door pitch.
Trevor Pickard, regional marketing director, General Mills Asia said that the partnership was aimed at strengthening its digital presence and taking the brand to the next level.
Haagen-Dazs is the second General Mills brand recently awarded to BBH. BBH London was appointed to the Old El Paso business in July 2012.