APAC- General Mills has hired BBH Asia Pacific to work on their digital business for the ice cream brand, Haagen-Dazs, for the Asia Pacific region, the Middle East and South Africa. BBH's remit includes the development of a strategic framework and creative assets for digital and PR activation with a strong focus on content management in the social media space. BBH was appointed to the business after an invitation-led pitch. Frances Great, Managing Director, BBH Asia Pacific said "This is a wonderful opportunity to work on a truly iconic brand. This appointment is a reflection of our ability and commitment to not just create digital ideas, but to create ideas for a digital world." Trevor Pickard, Regional Marketing Director, General Mills Asia commented, "As one of the world's most loved ice-cream brands, we want Haagen-Dazs to engage in the most relevant way possible with consumers. Our partnership with an agency of BBH's calibre will enable us to strengthen our digital presence and take the Haagen-Dazs brand to the next level."