JWT Worldwide, one of the world’s leading advertising agencies, has signed an affiliation agreement with Myanmar-based Mango Marketing, giving the global ad network a foothold in the region’s newest emerging market.
Bob Jeffrey, JWT Worldwide chairman and chief executive officer, and JWT Asia Pacific chairman Michael Maedel inked the agreement with the Myanmar company on Friday.
Mango Marketing was set up as a full-service advertising agency in 2004 by Myanmar entrepreneurs Lynn Lynn Tin Htun and Aye Hnin Swe, who both have backgrounds in marketing.
Aye Hnin Swe worked for several ad agencies in different parts of Asia, and Lynn Lynn Tin Htun, Mango’s managing director, worked as a business development manager for a global fast-moving-consumer-goods company in Myanmar and Laos.
Mango’s clients include Unilever, Fraser & Neave, Power House, GP Watch, Myanmar’s leading liquor company IBTC, and Philippines-based United Pharma.
In mid-2012, Mango’s Media division was separately incorporated as an independent media services agency, led by Aye Hnin Swe. It continues to service Mango Marketing clients in addition to growing a strong media services practice in the market.
Starting with just eight employees, the Mango Group now employs 52 local and international professionals.
“There has been an extremely high level of interest in Myanmar among our clients since the economic sanctions began to ease,” Maedel said. “The country is on the radar of many major companies operating in Asia.”
He added that the agreement signalled JWT’s commitment to help develop those business opportunities for its clients in the important emerging market of Myanmar.
Lynn Lynn Tin Htun said: “As the leader in the Myanmar market, Mango was careful in its choice of a creative-services affiliate partner. To accommodate the needs of our growing multinational and local clients, we are joining forces with JWT. We believe that JWT can add global inspiration and creative-advertising best practices to our local dedication.
“Combined with our long-term local expertise and relationships, we are very confident that this affiliation with JWT will help Mango Marketing service our clients to the best of our ability at a time when their needs are growing.”
JWT has a presence in 18 Asia-Pacific countries. The affiliation agreement with Mango will give the Myanmar agency access to the advertising giant’s global network of digital and creative experts, and proprietary consumer insight and strategy planning tools.
“This agreement reflects our pioneering spirit,” Jeffrey said. “JWT will be 150 years old next year, and throughout our history, we have always been an early mover in emerging growth markets.”
Source: Nation Multimedia