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New Business: BonusLink taps PHD Malaysia as integrated media agency, set to create emotional affinity with consumers

KUALA LUMPUR, MALAYSIA – Following a competitive media review, BonusLink, Malaysia’s premier consumer rewards program, has appointed PHD Malaysia and its content arm, Drum, to manage its integrated communication & media duties in Malaysia. The appointment will see the award-winning agency, in partnership with influencer marketing network Getcraft, deliver communication strategies, creative & content production, media planning and buying for the brand, known for rewarding consumers through key partners such as Shell, Parkson, AmBank, Focus Point, and Agoda. This is the first time BonusLink had announced a search for a full-fledged integrated agency partner.

Guided by PHD’s proprietary platforms Omni & Omni Studio, PHD Malaysia was appointed because of its solid understanding of Malaysian consumers and their attitudes towards loyalty programs. Additionally, the agency also demonstrated its ability create emotional affinity with consumers through the concept of rewards.

“We needed a partner who not only understands the changing pulse of Malaysian consumers but also our unwavering commitment to our members,” said Melvin Ooi, CEO, BonusLink. “Backed by distinct creative thinking and a sound data strategy, PHD Malaysia proved to be the perfect partner with their ability in providing relevant insights to build a robust approach for delivering on our business ambition,” he added.


“This pitch was a great demonstration of PHD’s challenger approach, combining the power of agile data strategies from Omni and innovative solutions from both media and creative. We are delighted to support Bonuslink in their brand transformation journey and look forward to continuing to drive further innovations in the business”, said Eileen Ooi, Managing Director of PHD Malaysia.  

PHD Malaysia kickstarted the appointment with an exciting campaign to bring BonusLink’s refreshed brand philosophy of “Every Moment is a Bonus” to life. This is substantiated with the launch of BLINK, an app that delivers deep and meaningful connections within the BonusLink rewards ecosystem for Malaysian consumers.

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