FCB Kuala Lumpur Wins Sunsweet Growers Regional Business

Sunsweet Growers, one of the world’s largest handlers of dried fruits, today announced that it has awarded FCB Kuala Lumpur its regional business. This is the first time the U.S.-based company has partnered with an agency to create a unified, regionally driven campaign in Asia-Pacific.

“FCB’s proposal stood out as one of the best I have received from an agency. Not only did they recognise our unique position as a consumer brand and product, but they also added great insight and value right from the start of the process,” said Brad Schuler, Sunsweet Growers’ vice president, global marketing & sales.

FCB Kuala Lumpur CEO Shaun Tay commented: “Brad and his team are so incredibly passionate and have such a strong sense of purpose about what they do that it’s contagious. The Sunsweet brand has such an amazing heritage, and after our first meeting, we knew we really wanted to be part of its future. It’s a huge opportunity to start building an ongoing cultural conversation around health and healthy living with Asian consumers.”

The win boosts FCB Kuala Lumpur’s growing portfolio in the packaged goods space. The agency already works with Beiersdorf, Mondelez, Mi Sedaap and Ajinomoto, amongst others, and has received accolades at many of Malaysia’s premiere effectiveness award shows, including Effies, Markies, Marketing Excellence and Mob-Ex.

The win also continues the network’s growing new business streak in the Asia-Pacific region, with new clients — such as Prudential and Bosch — selecting the IPG agency in the past year. FCB Kuala Lumpur will launch new work for Sunsweet Growers in mid-2017.

The effort will focus on Malaysia, Thailand and Singapore and will be led by FCB Kuala Lumpur’s head of account management, Natasha Aziz, with guidance from the leadership team and support from other FCB agencies in the region.