Mawarni Adam's consultancy partners Vase.ai to boost brand building offering

Marqetr, a branding, marketing and communications consultancy by Mawarni Adam (pictured), has tied up with Vase.ai, an AI-driven consumer research platform, to strengthen its brand building services for clients. Marqetr will tap on Vase.ai to deliver data and insights and tackle a wide range of data points to offer holistic strategic marketing services and accelerate business decisions.

Through its brand audit service, Marqetr seeks to help businesses be data-driven in evaluating their brand health and positioning. Mawarni said the pandemic has thrown brand purpose into the spotlight. Citing 2020 statistics from Kantar, Mawarni said 79% of business leaders say they will need to evolve their core strategy and 85% of consumers say it is important to buy from companies that support causes they believe in.

“Restrategisation decisions which are backed by data and insights tend to be more sustainable. Brand assets such as images and videos need to be created, curated and tested based on the data and insights that we can gather from credible sources,” Mawarni said. She explained that traditionally, these can take weeks and even months to obtain. However, Marqetr wants to change that and make it accessible for types of businesses.

While she was unable to disclose the monetary value of the partnership, Mawarni said both Marqetr's and Vase.ai's objectives are aligned in AI-driven consumer research. "There is chemistry and the same culture of speed, simplicity and prioritising accuracy in getting things done," she added when asked why she chose to work with Vase.ai in particular. Marqetr is mainly targeting SMEs as there is an addressable market of about two million companies in Malaysia, Singapore and Indonesia, Mawarni said. At the same time, it is also looking to work with selected corporations that are ready to embark on the data-driven approach.

Julie Ng, Vase.ai’s co-founder and CEO, also said that some of the insights collected take a longer time to get implemented, based on its experience working with clients from startups to Fortune 500 companies. “Our partnership shares the same vision – to add more value to every client who is ready to embark on their data-driven journey to surpass their competition,” Ng said. 

Separately, Marqetr recently added four senior marketers to its panel of consultants. They are former Isobar Malaysia CEO Sean Wong, former Mastercard Malaysia director of marketing Nikki Lee, former Scoot Singapore’s VP of marketing Jacqueline Loh, and former MD of PHD Singapore Priya Alexander.

Marqetr expanded into Singapore in April, seeking to tap into its strategic location, competitive workforce, pro-business envionrment and forward-looking economic policies. The move came a few months after Mawarni revived her consultancy, officially incorporating it in December 2020. Previously known as M Consulting Asia, Mawarni rebranded it to Marqetr this year.

Marqetr focuses on strategy and consulting, outsourcing and training, and matching solutions for business needs. Mawarni was previously Berjaya Sompo Insurance's head of brand, marketing communications and customer experience and was with the company for more than two years.

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