Mondelēz International Wins for BEING

Singapore-based TBWA\ Group agency, BEING Worldwide, has won a significant slice of the Mondelēz International business in Southeast Asia.

BEING was awarded brand leadership responsibilities for Tiger Biskuat biscuits and Jacob's biscuits, following a six-week pitch process, involving agency teams from Indonesia, Malaysia, the Philippines and Singapore.
 

The agency has been tasked with brand strategy and integrated creative development for the two brands.
 

Tiger Biskuat is a household name in Indonesia, where it launched more than 15 years ago and is also a market leader in Indonesia and Malaysia.
 

Jacob's was first manufactured more than 50 years ago, and was one of the first few renowned British biscuit brands to be available in Malaysia. It is a name synonymous with quality and wholesome nutritious goodness – a reputation that has endured over generations.
                                                                                                                         

Narayan Sundararaman, Biscuits Category Director, Southeast Asia, Mondelēz International, is confident that BEING will inspire greater creativity and move these brands forward in the dynamic Southeast Asia market. “These brands have strong roots in the region, and we are looking forward to their continued success under BEING’s innovative counsel.”
 

“We are absolutely delighted to be working with the team at Mondelēz International," said Philip Brett, TBWA\ Group’s President for South and Southeast Asia. "This partnership will leverage the different capabilities the TBWA network has to offer."