Malaysia – Wire and cable manufacturer, Universal Cable (UC) recently handed Trapper MPG its local media business, marking the company’s first media agency-of-record since its inception in 1967.
UC awarded its business to the Havas-owned agency after looking at other media agencies, evaluating each outfit’s capabilities and ability to meet its needs and media budget.
Trapper told A+M the key factor which led to the win was its forward-thinking media buying and planning strategies which fit well with the brand.
The scope of the assignment covers media planning and buying for all current and future campaigns. Leading the remit is media director Lynda Lee and her team.
UC launched a year-long thematic and awareness campaign today, across television, print and digital channels, targeting urban adults between the ages of 30 and 54.
It aims to educate consumers on safety and quality-assured cables whilst highlighting the brand as the most trustworthy in the market.
English and Chinese language informercials will be featured on Astro while print ads will run in The Star, Berita Harian, Sin Chew Daily, and The Edge along with several magazine titles such as Home Concept, Haven, Sweet Home, and Anjung Seri among others.
theLABEL Ads were behind all creative executions while Better managed the digital aspect of the initiative.