Beaute Prestige International hands regional media business to MPG

The account was previously handled by Carat Singapore and the transfer was made without a pitch. The business will be led out of Singapore and includes brands such as Issey Miyake, Jean Paul Gaultier, Elie Saab and Narciso Rodriguez.

In a statement, regional marketing director for BPI Karen Cheong said the company had chosen MPG based on its “strong experience working with luxury and fragrance brands”. In addition, Cheong said, the agency’s network of offices across 18 markets in the region was similar to BPI’s own, and “will allow us to benefit from both local and regional expertise in media buying”.

BPI is planning to launch a new female fragrance product under the Issey Miyake brand in September. Cheong said focal markets for BPI in 2012 would consist of China, Hong Kong, Japan, Singapore and Thailand.