GUESS and Superdry distributor picks Malaysia digital agency

F J Benjamin, the distributor of GUESS, Superdry, and La Senza, has re-appointed Creme Digital to handle digital duties in Malaysia for another year. Creme Digital will continue its responsibility of driving media strategy, planning and buying for F J Benjamin's Commerce business units.

According to Creme Digital, the appointment renewal comes as no surprise due to its consultant-first approach, alongside its commitment and immersion to each individual brand. F J Benjamin's head of marketing communications, Fadzleen Fathy, said: "Creme Digital is one of our longest-serving agency partners and we are happy to renew our partnership with the agency. We have high expectations of our partners and the agency continues to support us well."

She added that the past two years have been critical for the business and F J Benjamin needed an agency that could keep up with the fast pace of change and growth in the digital space. "Creme Digital has been a welcome advisor and executor for our digital growth and we are glad to continue our close relationship," she added.

Meanwhile, Oliver Cheah, Creme Digital's MD, told A+M that the agency plans to fully implement enterprise-grade Google Analytics 4 across all brands' sites to help better track user behaviour. "At the same time, we are working on a new creative strategy based on real customer insights. Coming out of COVID-19, we are increasing our branding spend to support brand growth online and offline," Cheah added. According to him, a large focus of the work for F J Benjamin will be supporting the company's beauty portfolio as F J Benjamin expands its offering regionally.

F J Benjamin secured a US$3 million investment from the Far East Group earlier this year and shortly after, obtained the distribution rights for luxury skincare brand MZ Skin in three Southeast Asian markets. This is part of a push by the Singapore-based group to expand its reach into the cosmetics and beauty sector. 

F J Benjamin was recently appointed by American footwear and accessories brand Cole Haan to retail and distribute its products in Singapore and Malaysia. Under a distribution agreement, F J Benjamin will open several Cole Haan retail and outlet stores in the two markets. Additionally, an eCommerce business for Cole Haan will be launched in July. The Cole Haan stores will open in Singapore and Malaysia in the second half of the year, offering the summer season's best new products to the two markets.

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