PHD wins BonusLink.

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 and  media duties in Malaysia. 

The appointment will see the agency, in partnership with influencer marketing network Getcraft, deliver communication strategies, creative and content production, media planning and buying for the brand. 

BonusLink is known for rewarding consumers through partners like 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 its proprietary platforms Omni & Omni Studio, PHD Malaysia demonstrated its understanding of Malaysian consumers and their attitudes towards loyalty programs in the process.

“We needed a partner who not only understands the changing pulse of Malaysian consumers butal so our unwavering commitment to our members,” said Melvin Ooi, CEO, BonusLink. 

“This pitch was a reflection of PHD’s challenger approach, combining the power of agile data strategies from Omni and innovative solutions from both media and creative,” said Eileen Ooi, Managing Director of PHD Malaysia.  

PHD Malaysia has kickstarted the appointment with an exciting campaign to bring BonusLink’s refreshed brand philosophy of “Every Moment is a Bonus” to life.

This is supported with the launch of BLINK, an app that delivers deep and meaningful connections within the BonusLink rewards ecosystem for Malaysian consumers.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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