Dentsu Aegis unveils new unit
Columbus Malaysia will drive its digital marketing
IN a bid to bolster its presence in the competitive digital marketing, Dentsu Aegis Network Malaysia continues to push ahead in delivering marketing solutions backed by data and technology to help marketers elevate their businesses through effective advertising and marketing.
To this end, the agency, which is one of the leading advertising groups in the country, has launched Columbus Malaysia, which will drive its digital marketing business, underpinned by technology and data capabilities.
The launch marks the continued expansion of Columbus in Asia, now in eight markets across AsiaPacific.
Columbus Malaysia is now part of Dentsu Aegis Network Malaysia’s stable of 13 marketing and communications agencies, effectively bolstering the network’s digital capabilities and strengthening its leadership position in digital marketing in the country.
Columbus is Dentsu Aegis Network’s second digital performance brand in Malaysia and operates in parallel with Consider iProspect as a sister agency.
Established in Australia in 2006, Columbus has grown to become Australia’s largest performance marketing business, which then prompted its expansion plans into Asia in 2016.
Since then, it has expanded into Singapore, Thailand, Indonesia, Hong Kong, Taiwan and now, in Kuala Lumpur as a subsidiary of Dentsu Aegis Network Malaysia.
Columbus’ key proposition is to forge meaningful marketing connections between people, brand and ideas. The agency offers a wealth of digital services that span across search, social, content, and analytics. With data, insight and technology as the backbone, Columbus provides “intelligence-led” performance solutions for clients.
Leading the new agency is Abdullah Alkury, who has been appointed managing director. Abdullah was previously head of business development at Consider iProspect. Joining him at the senior leadership team is fellow former Consider iProspect associate Matthew Wong, who has been named business director.
Combined, the duo have worked on over 100 brands across the Asia Pacific and were transitioned over at the start of the year to oversee the inception of Columbus into Malaysia.
Speaking to StarBizWeek, Abdullah says the move to set up an office in Malaysia is part of the overall strategy for innovation and growth in digital in this market.
“Businesses here are rapidly beginning to adopt online marketing as a core part of their marketing strategies, with Internet penetration at one of the highest rate in South-East Asia. “Drawing on the vast capabilities in the Dentsu Aegis Network group, we can’t wait to get going on bridging the gap between consumption and spend on digital in Malaysia by assisting our clients in integrating digital directly into their business.”
Abdullah says the agency currently has a diverse portfolio of clients with interests ranging from financial services to automotive and insurance.
“We are looking to build on such partnerships and set the standard for digital.
“In this business, no one size fits all. You have to come equipped with the right resources, quickly adjust to the trends, and keep up. Having the support and accessibility to Dentsu Aegis’ network and level of resources will allow us to do just that.
“Our vision and productivity roadmap are aligned – so the foundation is laid for the next level of growth for both Columbus and Dentsu Aegis. It’s a mix between the right timing, robust resources and readiness of the market that fuelled the expansion,” he adds.
On the group’s new venture, Dentsu Aegis Network Malaysia CEO Nicky Lim says: “Setting up Columbus in Malaysia further accentuates our strategy in pushing forward with our digital marketing proposition.
“Furthermore, we have our eyes set on becoming a 100% digital economy business. With Columbus now on board, under the able leadership of Abdullah and Matthew, we’re accelerating that vision as well as significantly enhancing our network’s capability in delivering innovative and diverse solutions to clients.”