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.