Empowered Women Awards

MY direct-to-consumer brand Signature Market appoints Citrine One as agency of record


Kuala Lumpur, Malaysia – Signature Market, a Malaysia-based direct-to-consumer (DTC) brand, has appointed public relations agency Citrine One Malaysia (COMY) as its agency of record, where it will be responsible for the company’s communication duties as it nears its initial public offering (IPO) next year.

The appointment was made following a competitive pitch with three other agencies in early February, in which COMY presented an integrated PR approach combining brand innovation, community partnerships, media relations, and thought leadership initiatives to support Signature Market.

According to Edwin Wang, co-founder at Signature Market, they hope that through this appointment, they can communicate the brand’s objective contribution towards upgrading the Malaysian lifestyle and mindset in order to move into a high-income nation that cares for the environment and community.

“Our vision is to make Signature Market a brand that is recognized globally. The public offering is just the ‘initial’ step for us to work towards our vision of becoming a world-leading consumer brand where greater emphasis is placed on sustainability, consistent innovation, accountability, and succession.”

Wang also noted that the brand needed a seasoned agency that is able to strategically devise and execute a PR plan to support his vision and mission. He also said that COMY was the perfect fit to cater to Signature Market’s current goal as the agency’s proposal amplifies the brand’s messaging on adopting mindfulness as a way of life through a series of carefully crafted communication strategies that are innovative, practical, and potentially impactful.

Meanwhile, Cynthia Lee, acting managing director at Citrine One Malaysia commented, “We are looking forward to making the brand’s mission of upgrading Malaysians’ lifestyle to health and mindset upgrade more relatable to Malaysians as mindful living is still a fairly new concept in Malaysia. We are excited to be a part of Signature Market’s journey, especially in supporting its communication goals as it inches further towards IPO.”

Share this story