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Marketing Featured Southeast Asia

PR agency Citrine One Malaysia tapped by institutions for project on conserving biodiversity

Kuala Lumpur, Malaysia – Marketing communications firm Citrine One Malaysia (COMY) has been appointed by the Forestry Department of Peninsular Malaysia and the United Nations Development Program (UNDP) as their PR agency of record.

The appointment comes after COMY’s presentation on a strategic and integrated PR approach, combining media relations, digital marketing, and community partnership.

As part of the appointment, COMY will be responsible for handling the PR business for a special project under the two organizations called ‘The Improving Connectivity in the Central Forest Spine’ (IC CFS), which aims to conserve biodiversity and improve the ecosystem.

The IC CFS project, which is conducted through a collaboration with the Forest Research Institute Malaysia (FRIM) and the Department of Wildlife and National Parks (DWNP), will be covering selected ecological corridors in Peninsular Malaysia within targeted states including Pahang, Perak, and Johor.

The project would be a long-term effort in educating and strengthening institutional capacity to pilot sustainable forest management plans, with the aim of preserving the continuous flow of multiple ecosystem services. It will also not only involve forest reserves but several other conservation sites and a research center.

Citrine One Group’s Managing Partner Junaidi Asmara said that it is time for the Forestry Department to regain public participation and confidence as this project would involve the surroundings of the community.

“With COMY’s 20 years of knowledge and local expertise in communications, the agency would provide extensive media relations and strategic communications to reach out to the mass public as well as assisting the Forestry Department in gaining awareness on their conservation effort,” commented Asmara.

Just recently, COMY has also been appointed by investment holding company WCT Holdings in Malaysia as its PR agency of record, and was tasked to hold the public relations account of the company’s seven business entities.

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Marketing Featured Southeast Asia

WCT Holdings appoints Citrine One as PR agency of record

Kuala Lumpur, Malaysia – WCT Holdings, an investment holding company in Malaysia, has recently appointed public relations agency Citrine One Malaysia as its agency of record, which has taken effect since 1 April this year.

As part of the account, Citrine One will also hold the public relations account of seven business entities handled by WCT Holdings namely WCT Land, WCT Malls Management which includes Paradigm Mall Petaling Jaya, and Paradigm Mall Johor Bahru along with its two airport malls – [email protected], SkyPark Terminal and Première Hotel Klang.

The appointment of Citrine One is aimed to assist WCT Group in amplifying its brand messaging of delivering excellence through a series of marketing communications approaches that are current, innovative, practical, and potentially impactful.

The account win follows a competitive pitch by two other agencies early February, in which Citrine One presented an integrated PR approach combining brand innovation, community partnership, media relations, and thought leadership initiatives to make WCT’s brand promise of delivering excellence more relatable to the community.

Ivlynn Yap, founder and managing director at Citrine One, commented that WCT Group’s subsidiaries have done a good job in making its various business entities relevant among their stakeholders.

“However, in order to build a stronger brand, WCT Group decided the time has come for all business entities under the Group to consistently be seen and heard with one unified brand language,” Yap stated.

“With COMY’s local knowledge and expertise supported by affiliate partners in the region under Citrine One Global, the agency will provide WCT Group with strategic communications solutions that are distinctive to increase positive outcomes for the brand in Malaysia and in the region if required,” Yap says further.

WCT Holdings’ appointment of Citrine One follows after its engineering and construction division had recently won a RM440 million main contract from the Ministry of Transport Malaysia to undertake the proposed extension and upgrading of Sultan Ismail Petra Airport in Kota Bahru, Kelantan.

“WCT Group with its ecosystem of engineering and construction, property development, retail malls and hospitality businesses have what it takes to be a highly distinguished community curator within the region if the brand is able to portray a differentiated approach in engaging with its stakeholders through a singular voice,” Yap concluded.

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Marketing Featured Southeast Asia

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.”