Wipro Unza's halal beauty brand Safi concludes creative pitch

Halal beauty brand Safi has selected Ensemble to manage creative duties in Malaysia for two years, following a pitch called last October which also saw TBWA\, SPIN Communications, and Geometry Global being shortlisted. Incumbent Wunderman Thompson was initially shortlisted but did not participate in the pitch.

Safi previously said it is seeking creativity in the beauty and personal care category and strong local insights, as well as innovation and operational excellence. Wipro Unza Malaysia's GM - marketing Saki Goh told A+M in a statement that Ensemble had the best mix of Malay insights, business strategy, craft and ideation. "The chemistry was crackling and their love for trying new platforms was obvious," she added.

In addition to being a renowned halal skincare brand, Safi also wants to have fun by producing "kickass work". "Some local and global recognition would be sweet," Goh said.

Meanwhile, Phang Mei Jeng, general manager UM Studios and Ensemble, said its tool suite and the carefully selected team specialises in finding actionable Malay insights that can then be activated into business strategy and marketing creativity. "We are thankful to the team in Wipro Unza for giving us the opportunity to work on the market leading halal skin care brand Safi," she added.

Chief executive Sriram Krishnamurthy told A+M last year that Wipro Unza is eyeing RM1 billion in group level revenue within the next five to six years, an increase from its revenue contribution of RM600 million. The company believes that the halal market would deliver “sustainable growth”, tapping on the growing Muslim population in Malaysia, Indonesia and the Middle East.

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