The World: Singapore - Sara Lee launches Asia-Pacific media review

Sara Lee is expected to launch a review of its media planning and buying across the Asia-Pacific region in an effort to pare down its large number of agency relationship.

OMD, Carat and MediaCom are among the shops working with the company in the region. Mario Salvatore, the Sara Lee regional marketing director, said a decision on a pitch would be taken in the next few weeks.

The review is expected to focus mainly on India, the Philippines, Malaysia, Thailand, Indonesia and Australia, where the company spends approximately $25 million.

Brands involved include Kiwi shoe polish, Brylcreem and Ambi Pur.