After a competitive pitch against incumbent agency, Carat, UM Malaysia has been named Southern Lion’s official media and digital agency of record. As of April, UM now handles the $18 million business including media buying, planning, strategy, and digital.
Southern Lion, which competes in the beauty, detergent, and oral care categories, is a 50/50 joint venture between FMCG company Lam Soon and Japan’s Lion Corporations. The company has operations in Japan, Taiwan, Hong Kong, Thailand, Singapore, Indonesia, China, and South Korea. Its leading brands in Malaysia include BioZip detergent, Top fabric softener, Fresh & White toothpastes, Systema toothbrushes, and Shokubutsu body care.