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The Coffee Bean & Tea Leaf retains Happy Marketer as digital partner

The Coffee Bean & Tea Leaf (CBTL) Singapore has reappointed Dentsu Aegis Network’s digital marketing agency, Happy Marketer, A Merkle Company as its brand storytelling and social partner. This marks the sixth consecutive year Happy Marketer will be responsible for further consolidating and deepening the F&B giant’s efforts in reaching out to its digital-savvy consumers.

According to CBTL, Happy Marketer has been an instrumental partner in supporting the company in engaging its community of fans and visitors. Through a series of storytelling campaigns and responsible community management, the agency worked on improving channels communications between the brand and its followers over the years and aims to continue exploring more ways to engage with and listen to consumers across platforms in this renewed partnership.

Karen Chua, director of marketing for The Coffee Bean & Tea Leaf Singapore, said the Happy Marketer team understands the company’s objectives and are constantly finding innovative ways to work on it.

“As a global brand, we pride ourselves on creating and serving handcrafted, personalised products and experiences for everyone. And listening to consumers is critical to ensure relevance in our local market with the eventual aim of creating brand loyalists,” she added.

Meanwhile, Teo Kah Min, head of brand storytelling at Happy Marketer said the team aims to support CBTL in maintaining and executing a robust social media management strategy. “There is an ever-increasing need for better and more engaging content in the digital space, and with our expertise in data-driven storytelling, we are confident that we’d be able to create new success stories for The Coffee Bean & Tea Leaf in the year ahead,” he added.

Happy Marketer was acquired by Dentsu Aegis Network’s Merkle in February this year. The agency has various educational institutions such as INSEAD, Lee Kuan Yew School of Public Policy among others, as well as Reebonz, SPH and several others in its portfolio.

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