BCA Digital Bank appoints Media Buffet to handle PR duties

BCA Digital Bank, a subsidiary of Bank Central Asia (BCA), has appointed Media Buffet PR to handle PR duties for a year. Media Buffet's responsibilities range from developing market penetration and brand positioning strategies for BCA Digital, in addition to plans for developing Blu, BCA Digital's platform for brand awareness.

Additionally, Media Buffet will work to educate multi-segment target audiences on making Blu's digital banking relevant to everyday life. The account is valued at about SG$150k. According to BCA Digital Bank, Media Buffet was chosen out of eight competing agencies. MARKETING-INTERACTIVE has reached out to BCA Digital for additional comments on the appointment.

According to Media Buffet CEO and founder Bima Marzuki, the pitch proposed to BCA focused on unconventional PR angles, such as SEO approaches that would allow the company to be more accurate in identifying and measuring clients' target audiences. Through multiple communications branches, including PR, digital marketing and SEO influencer marketing, Media Buffet hopes to solidly position itself as a brand that helps audiences differentiate its platforms, such as Blu by BCA Digital, from other existing platforms.

Founded in 2017, Media Buffet's current client roster includes Shell, Google, and iQiyi, among others. In October last year, BCA Digital promoted Duardi Prihandiko to head of marketing and communications, where he is in charge of product marketing agendas and strategies, as well as building corporate brands’ reputations. Prihandiko’s position is a first for the company, a newly created role that builds on BCA Digital’s communication fundamentals, strategy and learning from scratch.  Prihandiko also supervises five departments, which includes brand awareness, brand activation, data performance and growth, corporate communication, and offline sales and acquisition.

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