AEON Credit Service appoints dentsu Malaysia to launch refreshed brand

AEON Credit Service has appointed creative agency dentsu Malaysia to launch its refreshed brand for AEON Credit’s financial services and to further empower its position as a socially-progressive financial service in Malaysia.

Dentsu will be responsible for AEON Credit’s brand value creation, brand positioning, market penetration programs for AEON Credit, as well as developing AEON Credit’s digital platform for brand awareness. Additionally, dentsu will work to educate the brand’s multi-segment target audiences by harnessing modern creativity, influence, and media consulting services to make AEON Credit’s financial services relevant to everyday life, according to Dentsu.

Meanwhile, AEON Credit will be able to leverage on dentsu’s global capabilities and expertise in collaborating with retail brands to increase its profitability. Just last year, Pizza Hut Malaysia shifted its media duties from Mindshare to dentsu Malaysia. The pitch was first called in the first quarter of this year and saw six agencies participating.  A+M has reached out for additional information.

AEON Credit started off by providing easy payment schemes for the purchase of consumer durables through appointed retail merchants and chain stores. September last year, AEON Credit acquired Insurepro, expanding its services to distribute both conventional and takaful insurance products. A few months ago, it was granted an Islamic Digital Bank licence by the Ministry of Finance and Bank Negara Malaysia, allowing it to provide digital banking products and services. Currently, it has further expanded to include the issuance of credit cards, prepaid cards, product financing, hire purchase financing for motor vehicles, personal financing, insurance broker and digital bank.

Daisuke Maeda, MD of AEON Credit said, “Dentsu has proven expertise in strategy, creativity, and technology in the sphere of retail banking and commerce and we are confident that AEON Credit’s partnership with dentsu is a strategic decision for our journey in building a meaningful brand for our customers, spurring more financial innovation and accelerating the digital transformation of the Malaysian financial industry.”

Meanwhile, Kunal Roy, CEO of dentsu Creative added that AEON Credit is on a journey of “growth through the creation of meaningful impact in peoples’ lives” and this is what dentsu aims to co-create with all of its clients. “Our collaboration with AEON Credit sets the stage for a new era of financial services, and we are excited to bring to this mandate our core expertise of strategy, creativity & technology combined with our specialist business accelerating services like CX, and creative commerce and earned influence," Roy said.

Other than Aeon Credit Service, Resorts World Genting also appointed dentsu Malaysia last year to manage media and marketing until the end of 2022 following a multiagency pitch. The agency is responsible for developing and driving the marketing strategy for Resorts World Genting.

Additionally, dentsu Malaysia also beefed up its media and creative lines of service last year. Roy was appointed to the role of CEO dentsu creative service line last July, where he initiated the transformation of dentsu malaysia’s creative line of service in tandem with dentsu international’s brand evolution and simplified business model, developing a modern creativity offering underpinned by a new delivery model called “AOR - agency of record - on demand”. Meanwhile, for its media line of service, it named Hemanth Jayaraman as partner and agency brand lead of dentsu X, Asha Nair as MD of media investment and platforms and Jing-Wen Foo as eCommerce director last March.

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dentsu Malaysia names Kunal Roy CEO of creative service line
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