Setia Group has appointed dentsu Malaysia to manage media planning and buying duties for two years following a pitch. Dentsu has built an integrated team and services capability for Setia Group under Carat and will oversee strategic media planning, integrated media buying and investment strategy for the group brand and marketing and all the business units. Work is expected to roll out next month.
The group has properties in Malaysian states including Selangor, Penang, Johor, and Kota Kinabalu and also has expanded its reach beyond Malaysian shores to Vietnam, Singapore, Australia, China, Japan, and the UK.
Head, group branding and communications, Adelene Wong, said Setia Group needed an agency partner that could work with the team on the digital acceleration path and enhance the brand experience for its customers in process. This comes as the group aims to be even more digital and data-driven during the pandemic.
Dheeraj Raina, newly-appointed CEO of dentsu media brands in Malaysia, said the consumer journey in this industry has tremendously evolved over the last year or so. "We are excited to be building an audience experience approach that drives not just brand love and imagery but also growth for the business."
Separately during the third quarter of its financial year ended 30 September 2020, the group registered a revenue of RM1.08 billion and a loss before tax of RM219.0 million. This was due to a share of impairment of RM336.6 million arising from its 40% owned joint venture company, Battersea Project Holding Company in Q3 2020.
Despite the uncertain outlook and the economic aftershocks brought about by the COVID-19 pandemic in last year's Conditional Movement Control Order, the group said many potential homebuyers were still on the hunt for a bargain and to take advantage of the incentives given under current buyers’ market condition. The group has yet to release its Q4 2020 results.
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