Korean home appliance firm SK magic taps Ogilvy MY as comms partner

South Korean home appliance firm SK magic has appointed Ogilvy Malaysia as its communications partner for a year, following a multi-agency pitch. The appointment covers integrated communications comprising strategic and creative communications, PR and influencer management, and digital and social media. At the same time, the agency will work closely with SK magic's leadership teams in Malaysia to manage all communications efforts for the Malaysian portfolio of home appliances.

Founded in 1985, SK magic claims to be the first business in South Korea to produce gas ovens. The company expanded into Malaysia in 2018 and is part of South Korean conglomerate SK Group, which also owns SK Telecom, SK Gas and SK Chemicals.  It currently exports to 60 countries including Singapore, Indonesia, Thailand, US, Australia, New Zealand and Africa, among others. 

SK magic Malaysia's MD Kim Kyung Won (pictured top left) said Ogilvy's deep understanding of current consumer needs in Malaysia and SK magic’s brand vision, perfectly complements its ambition to position SK magic as the premium brand and consumer choice for home appliances in Malaysia. "We are excited to leverage Ogilvy’s integrated modern marketing approach to ensure Malaysians will experience the latest technological advances from SK magic’s product line, at the same time as Koreans because Malaysians deserve magic," he said.

Ogilvy Malaysia's chief executive Nizwani Shahar (pictured right) said the agency's approach to creativity and effectiveness will support SK magic through innovative engagements backed by local market insight. According to Nizwani, this is in a bid to inspire Malaysians to prioritise air and water quality in their homes, to not settle for anything less than the best, and reinforce SK magic’s position as the leading purveyor of superior water and air purifiers.

SK magic also currently works with MediaCom for media duties in Malaysia. The agency was appointed last year to lead the development of strategic media planning and buying encompassing digital as well as traditional media after a multi-agency pitch process.

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