Twinings MY picks creative and social media agency

Twinings Malaysia has appointed DNA Creative Communications as its local creative and social media agency, according to the agency in a statement to A+M. This comes as Twinings looks to further expand in the Malaysian market in the near future. 

The 14-month retainer, which is effective from July 2023, entrusts DNA Creative Communications with creating captivating designs for Twinings' marketing communications locally, including but not limited to its website, point-of-sale materials (POSM), packaging and more.  

Additionally, DNA Creative Communications will be responsible for strategising and managing the brand’s social media presence on Facebook and Instagram, delivering exciting and engaging content.

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"We are incredibly honoured to be entrusted with Twinings Malaysia's creative and social media portfolio. This partnership marks a significant milestone for DNA Creative Communications, and we are excited to help elevate Twinings' presence in Malaysia. The agency is driven by passion for the work that we do and a commitment to excellence. We are confident in our ability to execute impactful campaigns that will resonate with the target audience and drive Twinings towards local success," said Ashvin Anamalai, CEO and co-founder of DNA Creative Communications.

Inspired by Twinings' rich heritage, DNA Creative Communications' winning concept strikes a harmonious balance between tradition and innovation. In view of the brand’s aim to enhance its presence in the local market, the concept seamlessly integrates Twinings into Malaysia's diverse culture of togetherness and tea appreciation, it said.

This positions Twinings as the foremost tea brand, symbolising prestige, exceptional taste, and an unwavering connection to Malaysian traditions.

"We are thrilled to partner with DNA Creative Communications as our creative and social media agency for Twinings Malaysia. Having worked with them on our Ovaltine brand for the Malaysian market, we have come to appreciate their deep understanding of our brands’ heritage and innovative approach to localising our message. We are convinced that they are the perfect match for our aspirations, and we have full faith that DNA Creative Communications's expertise and ideas will propel Twinings to new heights in the Malaysian market," said Gina Low, country manager malaysia at AB Food & Beverages (Thailand), the brand owner of Twinings regionally in SEA.

DNA Creative Communications has been making waves since it was launched by Anamalai and Dan Iskandar this year. Recently, it secured a 12-month social media and community management retainer with WCT Malls. At the time of writing, DNA strategises and manages social media content and communications for shopping destinations such as Paradigm Mall Petaling Jaya, Paradigm Mall Johor Bahru, and gateway@klia2.

Currently, Anamalai is responsible for the agency’s business growth and expansion as well as building client relationships and strategic planning on large-scale client projects. Iskandar on the other hand, will be handling the creative side of things.

Before embarking on creating his own agency, Anamalai was previously the chief strategist at Be Strategic, a creative communications agency from which he departed last year. Prior to joining Anamalai in this new venture, Iskandar was previously a creative strategist at Be Strategic from 2017 to 2022, before which he was the marketing manager at FAL Food and Beverages from 2015 to 2017. 

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