CARiNG Pharmacy hands Wavemaker MY duties for loyalty programme

CARiNG Pharmacy has appointed Wavemaker Malaysia to manage media duties for the CARiNG loyalty programme following a pitch which included strategy, planning, buying and CRM growth. The pitch brief was issued in August. Wavemaker Malaysia's GM Sheley Lim told A+M that CARiNG Pharmacy has been Wavemaker's client since 2014 but its scope only covered traditional media. This was the first time the brand called for a pitch that was digital-led, focusing on the CRM programme by driving app installs and usage.

There was no incumbent for the digital scope as it was done in-house but two other agencies were involved in the pitch as well. According to the agency, CARiNG Pharmacy's push towards digital transformation was "a fertile partnership ground" because business brand, and digital transformation are at the core of its proprietary Provocative Planning methodology.

The methodology was used for a pitch which enabled the agency to showcase a strong understanding of the loyalty programme category dynamics, audience segmentations, and a forward-thinking media strategy which laid the foundation for the goal of 2.5 million members by the end of next year.

SM Seow, head of marketing at CARiNG Pharmacy, said Wavemaker Malaysia's proposal set it apart for the brilliant synergy of enthusiasm, future-proof media approach they brought to the table. "For us, the only way to succeed with our ambitious goal is to partner with ambitious agency and Wavemaker ticked all the right boxes," she explained.

Wavemaker's Lim said: "Bold ambition needs a bold operating method and provocative planning, and industry-first tools ensure we focus on growth and move beyond safe media strategy, for business are looking for more than just a media agency." She also explained that Wavemaker will ensure CARiNG Pharmacy stays ahead of the curve by getting early access to industry-first technology and platform innovations. These include Finecast and INCA.

Digital Marketing Asia is back for its 10th year! 10 years of exclusive insights, experience sharing and great success stories. Join us for three days of hyper-focused presentation topics across six tracks on 15 - 17 November and connect with 1000+ of the world's brightest minds in the marketing world to learn and upscale from 85+ speakers from the hottest regional and global brands. Click here to register now!

Related articles:
CARiNG Pharmacy posts RM129.35m in revenue due to 'aggressive' promotional campaign
CARiNG Pharmacy relaunches loyalty programme via mobile app