Yangon : JWT Worldwide Chairman and CEO Bob Jeffrey and JWT Asia Pacific Chairman Michael Maedel today signed an affiliation agreement with Mango Marketing in Myanmar, giving the global advertising network a foothold in the region’s newest emerging market.
Mango Marketing was set up as a full service advertising agency in 2004 by Burmese entrepreneurs Lynn Lynn Tin Htun and Aye Hnin Swe, who both have backgrounds in marketing. Swe worked for several ad agencies in different parts of Asia, and 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, F&N, Power House, GP Watch, Myanmar’s leading liquor company IBTC, and Manila-based United Pharma. In mid-2012, Mango’s Media division was separately incorporated as an independent media services agency, led by Swe, that continues to service Mango Marketing clients in addition to growing a strong media services practice in the market.
“There’s been an extremely high level of interest in Myanmar among our clients since the economic sanctions began to ease. The country is on the radar of many major companies operating in Asia,” said Michael Maedel, Chairman, JWT Asia Pacific. “This agreement signals JWT’s commitment to help develop those business opportunities for our clients in this important emerging market.”
“As the leader in the Myanmar market, Mango was careful in its choice of a creative services affiliate partner. In order 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” said Htun. “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 entered India in 1929 and Japan in 1952, and is present today in 18 countries in Asia Pacific region. The affiliation agreement with Mango will give the Myanmar agency access to JWT’s global network of digital and creative experts, and proprietary consumer insight and strategy planning tools.
“This agreement reflects our pioneering spirit. JWT will be 150 years old next year, and throughout our history, we have always been an early mover in emerging growth markets,” said Jeffrey, who travelled to Yangon with Maedel to sign the deal. “This is the start of an exciting new chapter for JWT and Mango.”
“JWT’s idea-centric approach offers clients a consistent approach to help build brands that works very well in markets like this, where many consumers are new shoppers and the retail environment is highly fragmented,” said Tom Doctoroff, JWT APAC CEO. “I look forward to working with Mango to deepen the service offerings for both our clients in this very exciting new growth market.”