Hasbro-owned game publisher plays regional media strategy with Havas SG

Games publisher Wizards of the Coast, a subsidiary of Hasbro, has appointed Havas Media Singapore to manage its regional media functions in Singapore, Malaysia, Indonesia, Thailand and the Philippines. The appointment will be for one year, with the possibility of extension. The nomination followed a pitch last December that saw at least three other agencies vying for the account.

Kenneth Ong, Southeast Asia Brand Manager, Wizards of the Coast, said Havas Media impressed the team with their passion, deep knowledge and understanding of the gaming category. “The agency’s deep digital know-how and commitment to understanding our business ambitions will allow us to anchor current fans while growing new audiences. We look forward to working with Havas Media to create some magic in the Wizard’s digital marketing activities, to succeed in the competitive market,” he added.

During this appointment, Havas Media will take over Marketplace Marketing, Data Analytics and Digital Media Management for Wizards of the Coast. The agency said INTERACTIVE-MARKETING that he will focus on growing the official Wizards of the Coast store on Shopee, as well as product launches in the marketplace.

Deanson Lee, Executive Director, Digital Solutions, Havas Media Group Singapore, said the agency is eager to leverage its integrated expertise in markets, data and analytics to win in the gaming space. “Wizards of the Coast has a strong portfolio of games such as Magic: The Gathering and Dungeons and Dragons. As avid gamers ourselves, we are excited to seize the opportunity to build their regional presence with data-driven precision and grow the business by identifying high-potential emerging casual gamer profiles that go above and beyond. beyond the main fanbase,” he added.

In addition, the Singapore Management University has renewed Havas Singapore as its media agency with an integrated creative perimeter, following a pitch. The term is three years with an option to renew for an additional year. Havas Singapore first won the account in 2016. In a statement to INTERACTIVE-MARKETING then, a Havas spokesperson said it was reappointed because its integrated capabilities leveraging data, content, partnerships, and media and creative resulted in a deep and synergized proposition. Additionally, the spokesperson added that the team’s collaborative flair, energy and diligence brought the pitch to life and reinforced SMU’s decision to stay with Havas.

A month prior, Havas Singapore had been awarded media functions for Yum Brand’s Pizza Hut and KFC. Leveraging the network’s integrated and multidisciplinary capabilities, the team is responsible for data analysis, media strategy and planning for Pizza Hut and KFC Singapore across offline and online platforms. This appointment follows a closed-door pitch commissioned at the end of October and should be fully operational from January 2021.

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