Häagen-Dazs calls for global review

Häagen-Dazs has called for a global creative agency review which will cover all markets excluding North America and Japan. A spokesperson confirmed the news to Marketing. The ice-cream brand was last working with Saatchi & Saatchi. According to the company, the new creative agency partner has to be “bold, brave and creative”. It also has to share Häagen-Dazs’ vision and put its consumers first. Revealing that global review will have an impact in the APAC region, the company adds that its dream agency “thinks in terms of big ideas that connect with its consumers at exactly the right moment and in the right place”. With the new agency, Häagen-Dazs will be rethinking its global strategy, as well as exploring the roles that the company could and should play in the lives and culture of its consumers across the world. Häagen-Dazs has begun conducting the search and the global review will conclude once it finds its new partner.