Mondelēz International has appointed MSL for its corporate communications duties in Southeast Asia, following a review in late 2018. As strategic PR partner, MSL will be responsible for aligning regional communications and reinforcing Mondelēz International's market leadership across six countries.
These include Singapore, Malaysia, Indonesia, Philippines, Thailand and Vietnam. MSL Singapore will serve as the regional hub. The work has commenced in January 2019. This appointment was made in tandem with the company’s strategic focus on emerging markets. In August last year,Mondelez handed its Southeast Asia business to Publicis Groupe’s Spark Foundry. This includes markets such as Singapore, Malaysia, Indonesia, Philippines amongst others. Meanwhile, the group will also handle China and MENA.
Can Buharali, regional director, corporate and government affairs, Asia, Middle-East and Africa, at Mondelēz International said that MSL demonstrated a "high level of passion" and understanding of the dynamic and fast-moving nature of the industry and the company's business needs.
“Mondelēz International’s best of global and best of local strategy is on point to serve the diverse needs of consumers in Southeast Asia. Additionally, it is an honour to undertake the communications duty of its legacy CSR programs such as Joy Schools and Cocoa Life. The company’s philosophy to grow business in the most sustainable and symbiotic way is well embedded in those programs. We look forward to working together to elevate Mondelēz International’s corporate brand to be loved as much as its product brands across the region,” Suya Kim, managing director of MSL Singapore said.
Mondelēz International is the maker of international household name brands such as Oreo, Cadbury, Ritz, Chips Ahoy, Dentyne, Halls, Tang, Eden Cheese, Kinh Do and Philadelphia Cream Cheese.