Cosmetics producer Cosmoderm names digital agency in bid to one up competitors

Cosmetic products manufacturer Cosmoderm has appointed ADA to handle digital media buying and strategy duties, including creative and content development for the company. ADA's spokesperson told A+M that the appointment was done on a campaign basis, adding that it has locked in new campaigns with Cosmoderm for January to April 2021.

According to the spokesperson, Cosmoderm did not work with a media agency previously and there was no pitch for the account. This appointment comes as Cosmoderm looks to get ahead of competitors using ADA’s data-driven approach and understanding of consumer behaviours both online and offline. 

Mahsuri Sulaiman (pictured left), CEO of Cosmoderm, said the company wanted to be different from its competitors in terms of digital media buying and strategy, adding that it was attracted to the data-driven approach that ADA offered. “This will be an advantage for us to better understand our existing customers through a different perspective, and more importantly, how we can reach new fans with a sound strategy,” Sulaiman added.

Meanwhile, Adrian Burton (pictured right), MD of ADA in Malaysia said the company was thrilled to have Cosmoderm as its client, as this marked its foray into the beauty industry in Malaysia. “Whilst this is just a step into the larger market, we are confident that our deep understanding of the consumer mindset gives us the edge in designing data-driven creative marketing strategies,” Burton added.

Separately, ADA recently merged with Phnom Penh-based multidisciplinary creative agency, Branderz earlier this year. Following the merger, Branderz now operates under the ADA brand, offering data-driven marketing services as well as business insights services to brands in Cambodia. Additionally, last year, it brought on board M&C Saatchi and MullenLowe S’ng and partners for its agency partner programme, Fusion by ADA, months after it tied up with VMLY&R. Fusion by ADA was designed for creative agencies and digital independents that were looking to leverage ADA’s data and analytics capabilities to drive integrated data-driven solutions.

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