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FoodBev Media
9 July 2008
Arla Foods hires Bates 141 to promote Milex
Arla Foods has hired Bates 141 to drive its advertising efforts in Vietnam, according to marketing publication Brand Republic.
The appointment comes just a year after Arla launched in Vietnam with Milex, a children’s powdered milk brand, and is part of the company’s plans to take on more established international rivals Nestlé and Dutch Lady, and local giant Vinamilk, one of Vietnam’s largest advertisers.
Bates 141 landed the $1million account for Milex after a two-month pitch involving WPP sibling Grey, the incumbent, and one other agency.
Media planning and buying are expected to be handled through GroupM, although this has yet to be confirmed.
Arla’s Vietnam chief representative, Claus Pedersen, noted: “We love Bates141’s understanding of the category combined with their strategic and creative thinking. The agency shares our passion.”
Tue Nguyen, Bates 141 Vietnam’s general manager, added: “We look forward to taking the Milex brand to a different level in such a cluttered category.”