WCT Holdings hands PR duties to Citrine One Malaysia

WCT Holdings has appointed Citrine One Malaysia to manage PR duties for a year following a pitch in February with two other agencies vying for the account. The appointment aims to assist the group in amplifying its messaging of delivering excellence through a series of marketing communications approaches that are current, innovative, practical and potentially impactful.

The group-wide appointment sees Citrine One being responsible for PR duties for seven other business entities under its wing - WCT Land, WCT Malls Management which include Paradigm Mall Petaling Jaya and Paradigm Mall Johor Bahru, along with its two airport malls gateway@klia2, SkyPark Terminal and Première Hotel Klang. The company’s property development division will be launching several projects this year and digitalisation of its retail malls is also currently a work in progress.

According to the agency, it presented an integrated PR approach combining brand innovation, community partnership, media relations and thought leadership initiatives to make WCT’s brand promise of delivering excellence more relatable to the community.

Founder and MD of Citrine One Group Ivlynn Yap (pictured below), said with the agency's local knowledge and expertise supported by affiliate partners in the region under Citrine One Global, the agency will provide WCT Group with strategic communications solutions that are distinctive to increase positive outcomes for the brand in Malaysia and in the region if required.

"As standalone brands, WCT Group’s subsidiaries have done a good job in making its various business entities relevant among their stakeholders. However, in order to build a stronger brand, WCT Group decided the time has come for all business entities under the Group to consistently be seen and heard with one unified brand language," she said. Meanwhile, Citrine One was also recently appointed by direct-to-consumer brand Signature Market to handle PR duties, following a pitch held in February.

WCT's three core businesses are property development, property investment and management, and engineering and construction. Founded in 1981, the company now has more than 2,000 employees and a presence in six countries - Malaysia, Qatar, UAE, Bahrain, India, and Vietnam.

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