Ricola Singapore has appointed Starcom MediaVest Group as its media agency of Singapore. SMG’s remit covers media planning, digital and content solutions.
Marketing earlier broke the news of the pitch where the client said it is a closed-door pitch with five agencies invited to pitch.The shortlist saw three agencies vying for the account. The incumbent on the account is Maxus Singapore which has held the account for over five years. Maxus was also re-pitching for the account.
Celeste Ong, country manager, SEA of Ricola Asia Pacific has earlier said that the exercise of reviewing agency is done every few years to ensure the brand’s media services are “best catered by the most appropriate agency and that Ricola remain relevant with the rapid changes in the media environment.”
“Team SMG has demonstrated strong commitment, enthusiasm and an overall good understanding of the Ricola business and challenges. We are also impressed with some of the ideas put forward by the Starcom team to build Ricola’s branding,” Ong added.
The appointment is for three years.