F&N Beverages awards media business to m/SIX Malaysia

m/Six Malaysia has followed its acquisition of P1’s media business by winning media duties for F&N Beverages.

The GroupM agency won the account from incumbent Initiative Media following a competitive pitch that is understood to have involved Universal McCann and Optimedia.

Effective 1 October, the assignment covers strategy, planning and buying across most media platforms. F&N markets household names such 100 Plus, F&N soft drinks, Nutrisoy, Seasons, Fruit Tree, Oishi Tea and Coco Life.

Jenny Wong, head of brand marketing for F&N said m/Six won the account based on its strategic planning, insights and data analysis, passion and enthusiasm. 

“As the RTD beverages market is constantly evolving and highly competitive, we needed a media agency that is flexible and innovative in bringing fresh, new ideas to propel our brands to the next level, and m/Six has demonstrated their ability to deliver that,” she added.

Girish Menon, CEO of GroupM Malaysia called the appointment a “proud moment” for the m/SIX team, with the opportunity to work with some of the leading beverage brands in the market.

Despite weak sales in the second quarter of this year in Malaysia, sales have started to pick up for the soft drinks segment. F&N has stated that it will increase its market penetration, launch new products and change the packaging of its products.

Earlier in the year, it invested over RM100 million (US$22.97 million) to expand its footprint in east Malaysia. 

PHD Malaysia has written in to clarify that the agency was never involved in this pitch. This article was amended on October 8.