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Samsung Cambodia hands ada digital duties

Samsung Cambodia has picked Axiata Digital’s ada to manage digital duties and the scope of work includes digital strategy and digital media buying, social media always-on strategy and content creation as well as community management for 2019. The appointment follows a pitch process which saw six agencies participate, including the incumbent comzone.

Ada takes a data driven approach to advertising with its proprietary data management platform, as well as an in-house team of data scientists, analysts and AI engineers. According to the release, the team has access to data from over 300 million individual devices across Asia, and leveraging this access to rich Cambodian data, ada was able to paint a compelling picture of how Cambodians live, travel, work and play. Ada added that it was also able to answer questions on the roles electronics play in daily lives and which consumers are about to upgrade their devices.

Socheath Chea, Samsung Cambodia’s head of marketing, said it is important to understand consumers and their behaviour – what they want, when they want it and how they want it so that the company can promote the right products and formulate attractive packages that suit their needs.

“Technology available to us today has changed the way we market and we need to adopt new strategies to stay ahead of the game. ada’s data-driven approach provides us with insights on potential consumers beyond our existing customer base, allowing us to reach out to new segments,” Chea added.

Meanwhile, ada’s country director for Cambodia, Hubert Marchand, said this is a key win for ada Cambodia as it brings a different approach to traditional advertising by putting data first.

“All our campaigns are carefully crafted and designed with granular data insights which improves our audience targeting at all levels. What is important to us is that our clients achieve their business outcomes as cost effectively as possible,” Marchand added.

Ada is present in nine countries in Asia including Malaysia, Singapore, Indonesia, Thailand and the Philippines. Recently, it was selected to manage regional digital duties across Singapore, Malaysia, Indonesia, Vietnam and Thailand for Kowa Pharmaceutical Asia, a Japanese pharmaceuticals company. This followed a pitch held in the fourth quarter of 2018. It also reshuffled its regional leadership team, naming new leads in countries such as Singapore, Malaysia, Indonesia and the Philippines.

Last July, ada received a US$20 million investment from global trading and business investment company Sumitomo Corporation, solidifying its path towards becoming the leading integrated digital advertising firm, leveraging telco core and digital and analytics capabilities in Southeast Asia by 2021.

(Read also: Why Malaysia is a good test bed for innovation despite funding hurdles)

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