NTUC FairPrice settles media pitch with 5 agencies vying for account

As media agency of record, Havas Media will continue to handle the brand’s media planning and buying for both FairPrice (now known as Retail Business) as well as for its other business units under the newly-formed FairPrice Group. Havas will also support FairPrice Group’s digital and programmatic strategy. Havas Media has been NTUC FairPrice’s media agency of record since 2008.  Havas Media has previously worked on NTUC FairPrice's “Something Xtra for Everyone" integrated marketing campaign, as well as the launch of its brand tagline – ‘Here to make lives better’.

According to Kelvin Tan, head of customer and marketing for FairPrice Group’s retail business, Havas Group’s integrated offering marries data, media and content effectively to result in more meaningful and relevant communication for the supermarket brand and how it engages with consumers.

“We are delighted to be extending our partnership with Havas Media Singapore, having accomplished success together in the last 12 years. Additionally, their deep understanding of our category coupled with a digital-first strategy proves they are the right partner for us, and we look forward to the renewed partnership,” he said.

Meanwhile, Russell Lai, general manager, Havas Media Singapore said as a founding client of the agency, FairPrice Group is an ambitious and progressive brand. He added that the agency aims to continue working together to achieve business growth through innovative and integrated strategies designed to reinforce its position as a "much-loved" brand of Singapore.

“Meaningfulness is at the core of what we stand for as an agency and our focus has been on building meaningful brands by adopting a multi-disciplinary strategic approach to our client’s briefs, one that has helped our clients succeed in today’s competitive environment," he said.

Recently on a group level, Jude Foo was promoted to general manager of Havas Group Singapore. His remit will cover the creative side of the business with a focus on client service, strategic thinking, innovation and effectiveness, leveraging the integrated capabilities of Havas Group Singapore. This came shortly after Joseph Chua exited to join Aiken Digital. Foo first joined Havas in 2018 as director of client services, and was previously with independent agency GOVT.

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