Tyson Foods picks Mindshare for media duties in Malaysia

Tyson Foods has appointed Mindshare Malaysia to handle integrated strategic planning and buying. Tyson Foods operates a list of products and brands including Tyson, Jimmy Dean, Hillshire Farm, Ball Park, Wright, Aidells, ibp, and State Fair. A+M has reached out to Mindshare for additional details.

Tyson Foods' VP - commercial, Lee Yeong Sheng, said to support its aspiration of innovating continually, it is looking to accelerate its capabilities in being a consumer-centric organisation. This is in line with its company mission to raise the world's expectations for how much good food can do. "Complementing our investments on R&D and product innovation, this partnership with Mindshare in Malaysia and APAC would allow us to be closer to our consumers which is at the heart of all that we do," Lee added.

Mindshare Malaysia's MD Animesh Kumar said it looks forward to creating a purpose-based meaning connection of Tyson Foods with its consumers through data-driven and engaging content, as well as driving business outcome as a trusted business advisor.

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