Petra Foods picks regional creative agency

Petra Foods has appointed Saatchi & Saatchi as agency of record for two its brands – SilverQueen and Top.

The appointment follows a pitch involving multiple agencies.

As part of the new assignment, Saatchi & Saatchi will drive the creative direction and strategy for both brands in Southeast Asia, with the account being led from the agency’s regional hub in Singapore.

This is the first new business win for Saatchi & Saatchi Singapore under the creative leadership of ECD, Dominic Stallard, who joined the agency in April this year.

“We felt that Saatchi & Saatchi delivered an exciting creative and strategic approach for both brands,” Amos Yang, chief marketing officer, consumer division, Petra Foods said.

“Our consumers are young and vibrant, and in such a competitive confectionery market, Saatchi & Saatchi showed that they understand the opportunities to grow engagement with our audience.”

“Saatchi & Saatchi is very excited to be working on such iconic Asian brands like SilverQueen and Top. Consumers in Southeast Asia have strong emotional connections with local products, and we look forward to delivering meaningful and fun experiences to further strengthen these relationships,” Paul Roebuck (pictured), CEO of Saatchi & Saatchi Singapore and Malaysia said.