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Mattel picks agency for social and media duties in SG and MY

Mattel has appointed VMLY&R Malaysia to localise social media management, media planning and buying, digital strategy and planning, with the objective of boosting the brand’s overall online presence in Malaysia and Singapore. The appointment spans Barbie, Polly Pocket and Enchantimals.

This comes on the back of VMLY&R Malaysia winning a slew of new clients across the children’s entertainment, consumer technology and bottled water supply industries. Logitech also picked VMLY&R to build its social media presence in Malaysia and Singapore, to draw more meaningful engagement from its followers. This involves supporting Logitech’s sale campaigns and promotions across its brands, as well as developing engaging content tailored to each channel. Community management and monthly reporting is also part of the scope of work.

Lastly, Cactus Malaysia also appointed the agency to manage social media duties for a year, and this includes monthly channel management, content assets development, analytics and reporting. This is in a bid to strengthen its brand positioning and stand out in a competitive market.

“Cactus, Logitech and Mattel are household names in Malaysia, and we are thrilled to be working closely with them to deepen the existing connection that their consumers already have with them. We are excited to leverage our expertise in delivering a connected consumer experience for brands to support them on their respective journeys in 2019,” managing director Eric Ho said.

Ho took on his current role on 1 January and will lead the agency following group managing director Lisa Hezila’s exit at the end of this month. Hezila joined the agency in 2004 as general manager of ParagonY&R before being promoted to managing director in 2012, prior to Y&R’s merger with VML. She was with the agency for 15 years.

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