Viu Malaysia seals hat-trick with reappointment of Mad Hat Asia for comms duties

Viu, an OTT video streaming service, has reappointed Mad Hat Asia to lead its communications efforts in Malaysia. In a statement on LinkedIn, the agency said it is grateful to be given the opportunity to grow the awareness of the brand up to the stage it is currently at. "We are far from done and are ecstatic to have another year to do great things with the team at Viu Malaysia!" the agency added. 

In a statement to A+M, Mad Hat Asia's founder and MD Rengeeta Rendava said the appointment is for a further 12 months for all PR and communications efforts in Malaysia. This includes applying its cumulative entertainment and broadcast experience to drive strategic positioning, brand messaging and awareness of locally produced Viu Original content. "There was no pitch process for the reappointment, and we are so honoured to have a partner in the amazing team at Viu Malaysia," Rendava said.

It was first handed duties in early 2018 following a three-way pitch and the agency has been involved in high profile campaigns such as Malaysian Viu Original shows - Salon, Jibril and The Bridge. Mad Hat Asia was selected for the second time last year to handle Viu's communications efforts for 12 months. Rendava added that Viu and Mad Hat Asia are also working on a virtual launch for the release of Bridge 2 on 15 June. A+M has reached out to Viu for comment.

Viu is present in 16 countries including Singapore, Malaysia, Indonesia, and Myanmar, and had 41 million monthly active users in 2019. Earlier this year, it strengthened its partnership with Thai entertainment company GMM Grammy to offer One31 Channel and GMM25 content on its platform to Southeast Asian audiences. It also teamed up with Warner Bros. International Television Production last year to produce the latest international adaptation of the global phenomenon Pretty Little Liars.

Viu will be speaking at A+M's Content 360 virtual conference, which brings together industry leaders to discuss challenges and share insights on future content marketing trends, as well as successful strategies to help tackle the complex marketing landscape. Sign up here!