Beam Suntory Retains M&C Saatchi Performance Until 2024

Following one year of working with global digital media agency M&C Saatchi Performance, Beam Suntory, has extended the partnership until April 2024. The extension continues to see the agency responsible for the digital media planning, buying and strategy across key Beam Suntory brands such as Jim Beam, Auchentoshan, Roku, Strong Zero and more.

Over the next two years, the agency will cover performance and awareness duties across key countries in Southeast Asia including Singapore, Malaysia, Thailand, Vietnam, Philippines, and Cambodia.

The extension comes shortly after Beam Suntory’s launch in Southeast Asia of its latest gin brand Sui which combines 8 gin botanicals for a uniquely Japanese, refreshing taste to enjoy with everyday meals. Sui was first released in Japan in March 2020.


‘We’ve built a strong partnership with the team at M&C Saatchi Performance over the past year,” said Adeep Gupta, Managing Director, SEA at Beam Suntory.

“By integrating a core digital advertising approach, we have seen an increase in performance and brand awareness across Southeast Asia. Looking ahead, we will rely on their expertise to aggressively accelerate our digital presence across our markets. Digital now plays a key role in our strategy and we are excited for us to steer this valuable partnership ahead.’

Melissa Yik, Account Director at M&C Saatchi Performance added: ‘Supporting the team at Beam Suntory in their digital transformation has been an exciting journey. During the pandemic, digital channels have provided a great alternative for beverage brands to sell their products online – today digital remains a key channel to drive measurable results and clear ROI. The extension of our partnership is testament to the great work done by our teams and carries the responsibility to do even better over the next two years. The successful launch of Sui is definitely going to be one of our focus areas together with further optimization towards Beam Suntory’s sales objectives.’

The Staff

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