Roots Asia gets Life Inspired
Malaysia - Lifestyle channel Life Inspired (Li) has appointed local outfit ROOTS Asia Pacific as its public relations agency following a closed pitch.
The high definition channel, which airs on channel 706 on Astro, has tasked the agency with PR management duties including strategizing, executing, lobbying to amplify the five pillars of Li - Food, Travel, Style, Wellness and Home.
The pitch kicked off in June and concluded this month, with work on the account slated to commence in August. The account will be led by PR consultant, Lee Ying Hwei.
Commenting on the appointment, Dawn Jeremiah, marketing manager, Li said: "In our lookout for boutique agencies to handle the channel's public relations activities locally, we saw effective management based on ROOTS' PR know-how of Malaysia's media landscape, as well as their experience in handling international television channels."
"Their pitch was creative without being too niche, as well as straight to the point and result-oriented. We can't wait to begin!" she added.
Li was recently acquired by Star Publications, who now holds a 51% stake in LI TV Holdings Limited, the channel's owner and operator.
Star's partner in LI TV Holdings is Juita Viden International with a 49% interest. The company is a member of the Juita Viden Media Entertainment Group, which is the largest independent television programme distributor in Malaysia.
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