France's BPI aligns APAC media biz with MPG Media Contacts

MUMBAI: French fragrance company Beaute Prestige International (BPI) has appointed Havas Media agency, MPG Media Contacts, as its regional media AOR.

The account will be handled out of the agency‘s Singapore office. The incumbent agency on the account is Carat Singapore.

The mandate includes responsibilities of the offline and online media planning and buying duties for brands under BPI umbrella, including Issey Miyake, Jean Paul Gaultier, Elie Saab and Narciso Rodriguez.

BPI is based in based in Paris and has regional offices in Miami and Singapore. It was founded in 1990.

BPI Asia Pacific marketing director Karen Cheong said, "We have chosen MPG because they have a strong experience working with luxury and fragrance brands. Their support network of offices in 18 markets across Asia-Pacific, coordinated out of their regional hub in Singapore closely matches our own regional set-up and will allow us to benefit from both local and regional expertise in media buying."

Havas Media Singapore CEO Melvin Lim said, "BPI has an iconic roster of brands and we are happy to be given an opportunity to work on them. Our expertise and success in working with luxury brands was what encouraged the clients to entrust this account to us. The team in Singapore is already working on the media strategy and plans for the brands under the BPI umbrella."

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