Baby brand Applecrumby picks integrated communications agency

Malaysian natural baby products brand, Applecrumby, has appointed Havas Malaysia as its integrated communications agency. With the appointment, Havas Malaysia will handle the brand’s strategy, creative, and social activities across its range of baby products.

Havas Malaysia was selected for its extensive knowledge of the baby care category and its understanding of Applercrumby’s target audience, it said in a statement. With its integrated capabilities, the agency aims to develop creative social and brand strategies customised to the brand’s needs.

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“The Havas Village model is a great value we appreciate. As we navigate the exciting but challenging stage of scaling our business, we're looking for partners who bring expertise in driving sustainable growth for our company,” said Jesmine Tan, co-founder and chief operating officer at Applecrumby.

She added that Havas Malaysia has proven to be creative and strategic, on top of being clear on the need to be adaptive while keeping to a growth investor mindset.

When A+M reached out, a spokesperson from Havas shared that it is working with Applecrumby on its brand identity, which is expected to roll out in Q1 2024. “The goal is to further establish the brand and create a meaningful difference in consumers hearts and minds,” the spokesperson added.

As Applecrumby looks towards establishing long-term business relationships while it scales for growth, the spokesperson also shared that Havas will continue to be the agency on record as long as the mindsets for growth align between both parties.

As a homegrown in-house brand, Applecrumby produces natural, and organic baby products at affordable prices. Its repertoire of baby products includes diapers, wipes, skincare, and detergents.

Nizwani Shahar, CEO of Havas Malaysia, highlighted that Applecrumby is a well-loved brand in Malaysia. “We are unlike other big agency groups. We have created the most exciting and integrated agency model which is designed to give clients a new kind of agility, cultural connectivity, and access to the best industry talent,” she added.

The appointment comes months after Australian premium baby care brand, Offspring Inc, appointed FCB SHOUT as its creative agency to mark its foray into the Malaysia market.

As part of its launch campaign, FCB was chosen to garner awareness for the brand creatively. “The agency’s solid FMCG experience and storytelling capabilities was evident in its proposal. Coupled with a challenger attitude that we also share and their growing cross-border capabilities, we are confident that it will take our brand to the next level,” said John Teoh, Offspring Inc.’s chief marketing officer, at the time.

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