Omnicom sparks Fuse in Malaysia

Malaysia - Omnicom Media Group (OMG) has launched Fuse, specialising in branded content and sponsorship, to reinforce OMG's services in Malaysia. Fuse Malaysia will be led by Danny Chin (pictured), who will drive Fuse's core services of planning, activation, project management, measurement and evaluation across all branded entertainment genres, in both traditional and online platforms."Branded content, both in traditional as well as online media platforms, is the fastest growing communications discipline in Malaysia. It allows brands to play a more active role and truly engage audience," said Chin. Andreas Vogiatzakis, chief operating officer of OMG Malaysia said in the release, it is an exciting offering that will add value to Omnicom's clients and the industry at large. "We saw it surge ahead of other local markets like Singapore, with almost 50% more spend by brands. Fuse in Malaysia is strategically launched at the right time," said Ben Flint, head of Fuse Asia/Pacific.Fuse in Malaysia will be a part of the agency's network in Asia Pacific. Danny Chin will report to Andreas Vogiatzakis.