Cryptocurrency firm Luno Malaysia beefs up strategy with Publicis Media

London-based cryptocurrency company Luno has appointed Publicis Media manage all media strategy, planning and buying for the brand in Malaysia following a pitch between various agencies. The appointment is in line with Luno's goal of amplifying its nationwide financial literacy campaign. 

Aaron Tang, country manager of Luno Malaysia (pictured) explained that throughout the pitch process, Publicis Media demonstrated a strong knowledge of its business, target audiences, as well as Luno's ambition to promote financial literacy amongst everyday Malaysians and improve education around cryptocurrencies. "We look forward to collaborating with them as we continue to make cryptocurrencies more accessible for everyone and provide investors with the resources to explore the digital assets space safely," Tang added. 

“Luno is at a truly exciting phase and we are thrilled to partner with them on this journey. With our data-centric approach at Publicis Media, we are looking forward to gathering our best crypto minds across the Groupe to embrace newer challenges and scale Luno’s brand growth in the digital assets category that Luno leads," Abhishek Bhattacharjee, managing partner of Publicis Media, said. 

To date, the cryptocurrency brand has garnered over 10 million customers across 40 countries, Luno said. Additionally, based on its LinkedIn, the brand operates across Southeast Asia, Africa, US, and Europe. According to Luno's website, the brand's mission is to empower people across the world by upgrading them to a more open, efficient, and inclusive financial system. To achieve that goal, Luno claims that it has built a platform that makes cryptocurrencies such as Bitcoin and Ethereum easily accessible to everyone. Meanwhile, it currently works with Inke Maris & Associates in Indonesia for PR duties.

Separately, Publicis Media also recently bagged L’Oréal Malaysia following a pitch which saw GroupM, Omnicom Group, and Publicis Groupe being invited to pitch in the final round following a shortlist. Ebiquity was the consultant on the pitch, which was conducted for a three-year term. Publicis Media's Zenith created a bespoke agency solution, OneL’Oréal, with strategic leadership and data at the core to power integrated media strategy, channel planning, activation, and buying across all media channels.

Meanwhile, Bhattacharjee joined Publicis Groupe Malaysia as managing partner, media in January this year. He currently reports to Neil Hudspeth CEO, Publicis Groupe Malaysia and global client lead, Asia Pacific. 

Hudspeth told A+M previously that Bhattacharjee's focus will be two-fold. Firstly, developing and driving growth for the Groupe's media business, especially in digital and performance marketing where its Growth Loop approach to winning in a platform world is already delivering success to the Groupe's clients. Secondly, talent growth. According to Hudspeth previously, Bhattacharjee has a terrific track record of talent development, acquisition and retention.

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