Warner Bros picks PHD Malaysia for media duties

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Entertainment company Warner Bros Pictures Group has appointed PHD Malaysia to manage its integrated media duties in Malaysia. PHD Malaysia will be tasked to deliver integrated media strategies, as well as planning and buying duties for the entertainment company behind box-office hits such as the DC Superheroes franchises and New Line Cinema blockbusters.

According to a press release, the appointment comes after a competitive market review which involved four agencies in Malaysia. The review was conducted by executives from Warner Bros. global headquarters in Burbank, California, joined by the regional and local counterparts in Hong Kong and Malaysia. The company cited the agency strength in its own strategic product, as well as its proprietary platforms (Omni and Omni Studio) as key determinants that made it decide to appoint the agency. A+M has reached out for additional information.

PHD Malaysia has already begun working on launching the campaign "Birds of Prey and The Fantabulous Emancipation of One Harley Quinn", which will deploy experiential marketing across multiple media touchpoints and allow Malaysian audiences to “see the world through Harley Quinn’s eyes”.

Chow Will Pin, managing director of Warner Bros Malaysia said it has always admired PHD's "passionate approach in challenging the status quo and delivering fresh thinking", and looks forward to working with the team to produce innovative campaigns for its diverse movies.

"The entertainment industry is ever-evolving; pinpointing key audiences and targeting them based on passion points is becoming increasingly critical to deliver cut-through in a highly competitive space. We look forward to working closely with the team and collaborating on fun, yet impactful, campaigns for its films," Eileen Ooi, managing director of PHD Malaysia, said.

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