Sorrell's MediaMonks snares creative account for Fanta

Josh McDonnell
By Josh McDonnell | 10 September 2019

S4Capital, headed up by former WPP chief executive Martin Sorrell, and its digital creative shop MediaMonks have won one of its biggest accounts to date, being appointed to Fanta's South-East (SE) Asia creative account.

Following a highly competitive pitch, the global creative digital production company will be taking over as Fanta’s lead agency in SE Asia, effective immediately.

MediaMonks’ Singapore team will be tasked with spearheading creative work for Fanta, focusing on digital and social.

The overall goal will be to further develop and amplify Fanta's brand promise in SE Asia, with a core creative message that will tie in all produced content, and link the brand to even more consumers from 2020 onwards.

“One of the world’s most iconic brands giving us full responsibility over their content and strategy in the region is a monumental achievement," Mediamonks CEO Victor Knaap says.

"The vote of confidence Fanta displayed in our ability to create culturally impactful work is a badge of honor to us, and we can’t wait to work on some seriously creative projects that will help guide the brand.”

In addition to the Fanta account win, MediaMonks has added a number of recent accounts in the Asia Pacific region including account wins for: P&G SK-II, Shiseido, Mead Johnson Nutrition RB (Reckitt Benckiser), Marriott and Resorts World Sentosa, to name a few.

The creative production company has also recently announced several senior hires, opened a new office in India, and is steadily gaining more traction in South Korea and Japan.

“We look forward to partnering with S4 Capital and MediaMonks. Leading the change in the industry, they bring a new-generation perspective on reaching consumers, merging data and technology with a unique approach to the development of content. And of course, they’re brilliant at providing creative ideas to bring everything together," The Coca-Cola Company head of integrated marketing communications ASEAN Pratik Thakar says.

Mediamonks has been ramping up its influence globally since becoming one of the first major acquisitions by Sorrell in July last year.

The agency has purchased food and liquids film studio Caramel Pictures, based in Amsterdam, for an undisclosed cash sum, while also picking up Melbourne-based marketing transformation and customer experience company BizTech.

Last month Sorrell revealed it will merge its global content arm Mediamonks with IMA, one of Europe's largest influencer agencies.

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