This appointment followed a pitch in November 2011. The diapers brand has called pitches in Thailand, Malaysia and Singapore, all overseen by independent marketing consultancy R3 Singapore.
The creative business in Thailand went to McCann; while in June 2011 Lucideas Malaysia won the creative business in Malaysia, also from incumbent BBDO.
The shifting of its creative duties to boutique agencies, in the case for Malaysia and Singapore, is seen as Drypers moving away from the conventional agency model.
Industry observers said while the advertising expenditure may remain the same, Drypers is looking at media-neutral agencies to focus more on the creative work.
“Diapers, after all, are very boring and the marketing strategies can be very predictable," said a source. "Drypers may see that they can do something different - they changed the creative agencies so that less work would be led by media plans.”
SCA Hygiene could not be reached for comment at press time.
R3 confirmed that they oversaw the pitch and that no major agency networks were shortlisted in Singapore.
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