Following the news of WPP’s re-entry into Myanmar with Ogilvy acquiring a stake in local agency Today Advertising, its research agency TNS is also looking to enter the market, freshly acquiring a global FMCG client there.
This follows the recent rapid lifting of sanctions in the country in recent months. Chris Riquier, Asia Pacific CEO(pictured) for TNS told Marketing that that TNS intends to have an ongoing presence there and that it will use its resources across South East Asia to meet the needs of clients looking to enter Myanmar.
Riquier declined to reveal the client but said that the study would explore consumption habits, key purchase occasions and the dynamics of food and beverage categories in Myanmar.
Ralf Matthaes, regional managing director for TNS Indochina will lead developments in Myanmar.
Matthaes said: “With a very young population of 54 million, GDP growth of 5.5% and an unexpected large proportion of high net value consumers in the major urban centres, Myanmar has the core ingredients of an emerging consumer economy. Surprisingly, many major FMCG brands are visible on the shelves and markets of Yangon (former capital), but have yet to truly take hold due to a lack of consumer connection, distribution and marketing support.”