NTUC FairPrice settles creative and media pitch

NTUC FairPrice has appointed ADK for its creative account and Havas Media as its media agency.

NTUC FairPrice  told Marketing in a statement, "Following a stringent evaluation process Asatsu-DK has been selected as the creative agency while Havas Media, will be retained as the media buying agency. Asatsu-DK will officially assume its role in the 4th quarter of this year."

A spokesperson added that an open tender exercise was held earlier this year to commission the creative agency and media buying agency for NTUC FairPrice.

"All agencies that meet the criteria of the exercise were eligible to pitch for the account including the incumbent agencies.  We appreciate the amount of work and time participating agencies have put into this tender process and take this opportunity to thank them for their support and interest," the spokesperson added.

Jacqui Lim, managing director of Havas Media told Marketing in a statement: "Over the years, our partnership has deepened and expanded beyond the realms of traditional media to areas like content strategy, digital, social media and mobile marketing.  We are confident and excited to grow further with FairPrice and continue to drive integration across omni-channels."

Marketing understands that at least three media agencies were shortlisted in the NTUC pitch. According to sources, incumbents Havas Media, Maxus and Mindshare have made the cut on the media side. Meanwhile, sources told Marketing that creative pitches included agencies such as Havas Worldwide and McCann vying for the account.

The pitch was first called in late February with an ad placed in the Classifieds section of The Straits Times.This is part of its periodic review which happens every two years.

Both Havas Worldwide (previously called EuroRSCG) and Havas Media has been with working on the Fairprice since 2008.