Property developer United Malayan Land (UMLand) has appointed ROOTS PR for its PR and brand development duties, for both Malaysia and Singapore. The one-year contract will see ROOTS PR managing all group communications and PR activities for UMLand, across the township and niche divisions, as well as the construction and building materials division.
The agency will also focus on enhancing UMLand’s brand reputation as a developer, targeting UMLand’s main markets in Malaysia and Singapore. Additionally, ROOTS PR's spokesperson told A+M, that its current top PR clients in Malaysia include Adidas, HTC and Moët Hennessy Diageo.
Alex Ooi, managing partner of ROOTS PR said, for UMLand, the agency's efforts will also focus on "profile and reputation management for the developer while streamlining communications between UMLand’s business units and group level."
According to head of group communications and branding, UMLand, Genie Tay, the agency showed an in-depth understanding of its brand and the direction in which the company was headed.
"Additionally, we believe that they have a complete team that can manage PR initiatives from a multi-angle point of view, from strategic communications planning to execution, including multi-channel media outreach," Tay said.
“As one of the leading developers in the country, it is more important than ever to embark on differentiating ourselves from a communications perspective. The industry will continue to thrive and we believe that as a developer, we should always bring our value forward to build trust with our stakeholders,” Tay added.
UMLand recently completed Suasana Iskandar Malaysia, its newest upmarket integrated commercial development in Johor Bahru and will see more project completions such as Citadines Medini Iskandar Puteri and UMCity Medini Lakeside this year.