Account Wins Archives - Page 3 of 3

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.”

Singapore – Communications agency The Hoffman Agency has recently won the account of stock media provider Shutterstock for its presence in the Asia Pacific region after a competitive pitch.

According to the agency, the request for proposal from Shutterstock was given by 4 November 2020 across participating agencies.

Through the account win, the agency will handle Shutterstock’s communications in APAC from March 2021 until the end of December 2021.

The Hoffman Agency Singapore and Hong Kong offices will serve as the dual-HUB for this work, as they will be working together with their offices in Japan and Korea, and long-term affiliate agency Hotwire in Australia.

“We will focus on an integrated communications approach which will include brand strategy, creative and PR for Shutterstock, with a particular focus on Singapore, Japan, Korea and Australia. We aim to increase the brand awareness of Shutterstock’s creative expertise and advance its reputation, introducing the company’s extensive portfolio of brands including Studio, Editorial, PremiumBeat, Turbosquid, just to name a few,” said Caroline Hsu, APAC managing director of The Hoffman Agency.

Singapore – Carousell, a global listing platform for second-hand consumer goods, has appointed the Singapore arm of advertising agency 72andSunny to be its creative partner for this year.

The award was given without a pitch, as is a continuation of the partnership of the two companies since 2019.

Through their long partnership, 72andSunny SG created a regional campaign positioning Carousell as a unique peer-to-peer community where buyers and sellers don’t just transact but connect in multiple ways to open up more possibilities. The integrated campaign included hyper-contextual films, out of home, digital and social assets for key segments and need states.

Furthermore, 72andSunny helped Carousell to spark an influencer ‘reboxing’ movement so second-hand products get a new lease of life, and most recently launched a conversion campaign for its automotive vertical in late 2020.

“As we grow our brand and offerings, we need a strategic and creative ally who shares our ambition, understands our business, and is a genuine collaborator, so we get better together. 72andSunny has demonstrated that and we’re excited to reunite again,” said Cassandra Leong, brand lead at Carousell.

Meanwhile, Ida Siow, president at 72andSunny Singapore commented, “The only thing better than new partnerships is sustaining strong long-term relationships. We’re proud of the work we have done for Carousell, but perhaps even prouder that we are in this for the long-haul, to truly help Carousell win the future.”

72andSunny SG’s account win follows its recent win as well as global brand partner of smartphone brand OPPO.

Sydney, Australia – Independent public relations agency Adhesive has been appointed by tech company HMD Global which manufactures the cellphone brand Nokia, as its public relations agency of record in Australia and New Zealand.

Adhesive has been tasked with the role of developing earned media strategies to effectively communicate HMD Global’s brand values and ensure the brand story connects with new audiences.

Furthermore, Adhesive will manage the public relations, influencer, and social media activity for HMD Global, across both of its ANZ offices. Additionally, Adhesive will also be responsible for the company’s corporate reputation management.

“This is a globally renowned and innovative brand which operates in an ever-evolving space. Our job is to keep people up to date with these innovations and tell some interesting stories along the way,” said Mike Maurice, founder and managing director of Adhesive.

As part of its agency duties and responsibilities, Adhesive will be also deploying its ‘Adhesive Studio’, the agency’s latest in-house production and creative workspace, to create compelling content for the brand.

“We are also excited to announce the launch of our Studio, which is both a physical photography and design studio in our Ultimo office, as well as a mindset that champions creativity – a key pillar of our agency. Adhesive Studio is a natural extension of the work we do for some of the world’s biggest, market-defining brands and we look forward to bringing the Studio offering to HMD Global and our other valued clients,” Maurice added.

Meanwhile, Johan Palsson, head of marketing for ANZ at HMD Global commented, “As we continue to operate in a competitive market, we wanted an agency that could deliver disruptive new ideas that would cut through and reach new audiences across all channels.”

“We look forward to working with Adhesive and its new Studio to bring these fresh new ideas to life, and support HMD Global’s goals to make mobile technology accessible to everyone, and showcase our sustainability message,” Palsson added.

Manila, Philippines – UM, the media agency arm of media marketing network Mediabrands, has recently been appointed by Filipino food company CDO Foodsphere as its media agency of record, following a competitive pitch earlier this year.

The appointment will take effect on 5 April this year.

According to CDO’s vice president for marketing Theresa Chong, UM’s pitch stood out bringing “strategic thinking and marketing science capabilities as a key differentiator.”

“We were impressed by UM’s ideas, strategies, and use of data analytics. More importantly, their knowledge, skills, and demonstrated track record gave us confidence that we can successfully work together to future-proof our business in a rapidly changing media and technology landscape,” Chong stated.

CDO has a company background of 45 years serving Filipino families with its signature brands and quality products that include CDO Funtastyk Tocino, CDO Karne Norte, Highlands, San Marino, and Danes.

“CDO is a heritage brand in the Philippines. An inspiring, family-oriented success story that is both firmly entrenched in local culture, but also agile enough to engage a whole new generation,” said Reena Francisco, managing director of UM Philippines.

“There was a great cultural fit and value alignment between UM and CDO which has the whole team at UM Philippines excited to build a long-lasting, and successful partnership together,” Francisco added.

Singapore – Global communications agency Zeno Group has acquired anew the account of partnership with global logistics company UPS to be its communication agency in the Asia Pacific following a recently concluded competitive pitch.

Zeno Group has been UPS’ communications agency of record in APAC since 2019. The extended remit encompasses ten key markets including mainland China, Japan, and South Korea, as well as Taiwan, Hong Kong and Southeast Asia, and will be led by Zeno’s regional hub team in Singapore.

Part of the communications Zeno Group has to put focus on its new project is how the media spotlight is focusing on logistics in delivering much-needed vaccines globally. In addition, logistic companies like UPS play a vital role in keeping goods moving internationally for large and small businesses alike, significant to keeping business active in the midst of the pandemic.

“We are excited to work with Zeno to cement UPS’s status as a global logistics provider moving our world forward by delivering what matters. By tapping into Zeno’s data analytics-driven approach and team of experienced content strategists, together we will tell the unique stories of UPS’s people, customers and partners,” said Kara Ross, president of international communications for digital and executive affairs at UPS.

For David Lian, managing director of growth and innovation at Zeno Group in Asia, their recent project aligns with Zeno Group’s mission of putting stories at the center of communications, supported by data-driven insights and told in a variety of formats.

“Our approach for UPS was designed with this in mind, with Zeno offices and our network of Zeno+ partner agencies in the region providing on-the-ground story-mining support to UPS’s own teams. The other key piece in the puzzle is measurement, with Zeno’s regional data team able to work directly with UPS’s media monitoring partner to provide meaningful analysis of UPS and market coverage,” Lian stated.

Kuala Lumpur, Malaysia – Following a highly competitive pitch process, electricity corporation Tenaga Nasional Berhad (TNB) has awarded its integrated communications business to consulting agency Entropia.

Entropia’s services are a play between digital marketing and tech. The agency makes use of creative content, data, and analytics to design and execute campaigns and media.

For its first project, it has created a hopeful and charming campaign for the company titled “Deklarasi Anak Malaysia” (A declaration by the future generation) in celebration of National Day on 31 August and Malaysia Day on 16 September.

A three-minute long video has been released on TNB’s YouTube, where the company has gathered an ensemble cast of children from both East and West Malaysia to depict the campaign’s main message, the diversity and inclusivity of the nation.

Using the voices of children, the film reflects how frontliners and other everyday heroes stepped up during this unprecedented and turbulent time.

Also following this year’s theme for Malaysia day, “Malaysia Prihatin” (Malaysia Cares), the film spotlighted Malaysians from all walks of life overcoming challenges together to bring the message of fulfilling the promise of the country’s first prime minister Tunku Abdul Rahman’s declaration in 1957.

The video has been released on 28 August, and has so far garnered over 2 million views.

Datuk Wira Roslan Ab Rahman, TNB’s chief corporate officer said, “Our strategy is to become a globally-recognized energy company that is socially and environmentally responsible while creating consistently better value for our stakeholders.

He added, “We believe Entropia is the right partner to bring this to fruition. And with our first campaign, we hope to bring back the message of hope and care, inherent in Tunku’s speech, to Malaysians at this critical time.”

Meanwhile, Entropia Founder and Senior Partner Prashant Kumar said, “TNB is an unsung icon of Malaysia. It’s been a bedrock of Malaysia’s progress. And this is our first step towards telling that story better, at the cusp of content, data and technology, in a manner that resonates with the people at large.”

The campaign will run until Malaysia Day on 16 September.

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