Zespri picks Happy Marketer to make sense of its data for marketing

New Zealand-based kiwifruit marketer Zespri International has appointed Happy Marketer, a Merkle Company under Dentsu Aegis Network to lead its technology and data-driven marketing. Happy Marketer is tasked to drive a better understanding of Zespri’s current audiences and create better segments for Zespri in Singapore, Korea, United States, Spain and France. The agency will also implement specific data-driven use cases that will allow for a better audience activation and understanding of the upcoming kiwi season.

Aditya Karajgi, global digital marketing strategy lead at Zespri International said it is looking to leverage digital and data-driven marketing so it can reach out to more consumers and families around the world. Zespri International sells kiwifruit in more than 50 countries across the world, including Singapore, Malaysia, Indonesia, Japan, New Zealand, Australia, the UK, and the US. 

In a statement to Marketing, Prantik Mazumdar, managing partner at Happy Marketer, said the partnership will be contracted and led from Singapore, which is a critical market for Zespri. He added that no other ASEAN markets are involved as of now. "At Happy Marketer, we advocate people-based advertising to ensure that every dollar spent on media is targeted, effective and drives returns. We help our clients establish a solid foundation through technologies such as data management platform that allow them to capture first-party data and also prepare them for the upcoming cookie-less world," he added.

Happy Marketer has been winning multiple accounts over the past year. In February, the agency was appointed as Great Eastern's regional search agency, which sees it responsible for Singapore, Malaysia, and Indonesia markets. With the appointment, Happy Marketer is tasked to provide Great Eastern with an in-depth understanding of user search intent. It is also helping the insurance company optimise its websites and create content to engage its customers and promote good health, financial security and the creation of meaningful relationships. Last year, Happy Marketer was retained as digital partner with The Coffee Bean & Tea Leaf, and appointed as digital analytics partner with Reebonz, as well as search agency with PSB Academy.

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