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Digi picks Geometry Global Malaysia for BTL mandate

Geometry Global Malaysia, a 360 marketing agency under advertising and creative services giant WPP, adds Below-The-Line (BTL) services for Digi Telecommunications Sdn Bhd (Digi) to its roster of services that currently includes Digital and PR.

The BTL scope of work for Digi encompasses total retail communication – prepaid, postpaid, broadband and corporate, inclusive of any B2B communications work. The BTL work will take effect immediately from 1st January, 2018 through to 2020, with an option to renew for another year.

Digi is a mobile connectivity and internet services provider in Malaysia.

“The win for BTL was very much like receiving a piece of a puzzle that completes the whole picture. Our work in BTL will complement and leverage on any opportunities that we find in Digital and PR and vice-versa. This in turn will allow us to better serve, design and oversee the Digi consumer purchase journey. We want consumers to not just buy, but inspire them to make the right choice and help them feel good about the decisions they made. Simply put, we want them to buy well and confirm that we understand how important those decisions are to them. With that said, we look forward to inspiring more of Digi’s customers and realizing Digi’s vision as it seeks to continue its consumer digitization efforts,” said Kenny Loh, Chief Executive Officer of Geometry Global Malaysia.

“Our approach to the brief was three-pronged: by leveraging on our vast FMCG/ shopper experience to optimize POSMs, we dissected the communications via different touchpoints to bring relevancy to different target segments and developed mnemonic devices based on existing codes to ensure that the Digi brand stands out consistently across all touchpoints,” said Jason Wong, Group Managing Director of Geometry Global Malaysia.

The team for BTL will be headed by Leong Siew Yee, General Manager for Shopper Marketing, and will work in tandem with Vivian Tan-Higgs, Managing Director for PR and Social Lab and Karen Koay, General Manager for Digital and Social in realising work for Digi.

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