Ajinomoto picks Dentsu Media for renewed AOR role

By Gunjan Prasad, Media Asia 07-Oct-05, 09:24

Japanese food company Ajinomoto has re-appointed Dentsu Media Palette to handle all the loose spots for its full range of brands, including Birdy, Sencha Green Tea, Rosdee and Lite Sugar.

Media Palette was selected after a three-way pitch and will hold the business on a two-year contract, having handled the business since 2003.

According to Media Palette chief operating officer Akimasa Baba, the agency will buy all loose spots for Ajinomoto brands, including those handled by other agencies. The other brands that the company has in Thailand are Ajinomoto, Vono Soup, Osen, Takumi Aji and Yum Yum.

When asked what the brief was, Baba said: "Normally, cost efficiency as well as ad effectiveness are required of an AOR in its brief. It is always one of the objectives of any AOR to pursue economies of scale by consolidating media budgets of all brands. In addition, professional expertise in media buying is required for an AOR arrangement."

Ajinomoto was ranked number nine in adspend in Thailand in 2004 and number five from January to August this year. The company is expected to increase its adspend further in 2006 as it bids to expand its Thailand market presence.