Axiata’s ADA partners M&C Saatchi and MullenLowe S’ng

Axiata Digital’s ADA has signed on M&C Saatchi and MullenLowe S’ng and partners for their agency partner programme, Fusion by ADA.

Fusion by ADA is aimed at creative agencies that are looking to leverage ADA’s data and analytics capabilities.

The partners will be able to utilise ADA’s data-driven solutions and training, including ADA Business Insights, which offers a suite of Business Insights Dashboards (BID) created to aid specific industries in overcoming business challenges.

More specifically, the mobile BID helps phone manufacturers uncover when consumers are likely to change devices, while the telco BID helps the telco industry detect who is likely to drop out as a subscriber and what to do to retain them. Also, the retail BID helps the automotive, mall, and petrol industries track their consumers’ foot traffic and that of their competitors’.

ADA also said then that it plans to invest another RM120 million in the next two years to grow its operations, as well as RM60 million in data and talent to strengthen Malaysia’s data infrastructure.

Mahesh Neelakantan, regional agency partnerships director said Fusion by ADA enables its agency partners to provide integrated services that include digital media planning and buying – turning “integration” not only into a competitive advantage, but also a revenue generating stream.

Lara Hussein, MD and CEO of M&C Saatchi Malaysia, explained that Tourism Malaysia is a long-standing client of the agency, and it believes that ADA’s ability to derive powerful, data-evidenced insights into consumer behaviour will allow it to target effectively and gain more tourist numbers for Tourism Malaysia.

Meanwhile, Adrian S’ng, CEO, MullenLowe S’ng and Partners Malaysia, added that traditionally, it has struggled in the past with limited access to data, often only relying on dip-stick qualitative research.

“But now, with this partnership, the ability to put forth a data-driven strategy solidifies our proposition to our clients and their business. In a world where data is fast becoming more and more important, this partnership signifies the agency’s intent in moving forward with strategic collaborations that will help propel MullenLowe S’ng and Partners along with ADA,” he said

source: /

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene