Kuala Lumpur, Malaysia – PHD Malaysia announced it will also handle the Singapore market for Vinda Malaysia business as part of its expanded remit starting Q1 2024.
In this extended partnership, PHD now manages the media duties across all Vinda brands, including Libresse, Drypers, Tena, and Vinda tissues, and on-site optimization on Lazada and Shopee in Singapore.
The remit expansion comes after PHD Malaysia has demonstrated high involvement and passion for the Vinda business and brand, making the client happy and satisfied with the work.
The agency’s first project with Vinda in Malaysia last year was a success after Libresse became the first feminine care brand to advertise on DOOH in the country. The agency also collaborated with Malaysian TikTok content creator Khairul Amin Kamarulzaman (@khairulaming) to increase Vinda’s market penetration of its tissue category.
Together with PHD Malaysia, Vinda demonstrated the quality of Vinda Deluxe’s dry and wet kitchen towels and justified the price difference using TikTok. The social media app presented a perfect opportunity as it was a platform Malays sought entertainment from, discovered brands, and were influenced to make purchases. The collaboration soon drove 6.3% brand growth in the fourth quarter of 2023 compared to previous quarters.
David Soo, managing director at PHD Malaysia, said, “We are incredibly proud about the extension of our partnership with Vinda, a valued client who has been instrumental in our journey. This continued collaboration is a true testament to the effectiveness of our strategy, built on innovative solutions and a bold ambition to succeed. Their trust in our team further fuels our motivation to deliver exceptional results and push the boundaries of what is possible. Together, we are excited to embark on the next chapter of this rewarding partnership.”
Also commenting on the expanded remit, Ian Ong, marketing innovation director of Southeast Asia at Vinda Malaysia Sdn Bhd, said, “PHD Malaysia understands our business and works well with our team. Most importantly, the agency is not an ‘order taker’ but a good challenging partner in addressing our brand’s challenges. A strong team backed by the right tools and global support is the main reason why we extended our Singapore business to PHD.”
