Trapper is the most progressive agency in Malaysia by RECMA's 2021 report - MARKETING Magazine Asia


Trapper is the most progressive agency in Malaysia by RECMA’s 2021 report

trapper

RECMA has recently updated their latest research on media agency performance in Malaysia and based on its October report, Trapper is reported to have achieved the best progression agency of the Malaysian market over the past 3 years.

Trapper is one of Malaysia’s largest independent media agencies, founded 20 years ago by Siva Krishnan and Beverly Jitam. Over the years in business, the local agency has achieved more than MYR1 billion in total billings.

The recent appointments of Kenneth Wong as the CEO of Trapper Interactive and Sue-Anne Lim as the CEO of Trapper, signified a transformational plan to scale the Trapper group of companies to meet global client standards.

“We’ve achieved 33% client growth from August 2020 to August 2021. We’ve pitched a lot but the results are showing – this indicates that we’re hungry and aggressive when needed”, said Siva Krishnan, who is currently the Chairman of Trapper Group.

“Our client profiles are of various sizes and we have maintained client relationships well over the years so this spreads out our risk. We’re not over reliant on a few key accounts – we put equal focus on every single one of our clients. We’ve always known to be the champion of local businesses and we continue to maintain that position this year. Many large networks would eschew local SMEs but we work wonderfully well with them because we are an SME ourselves. We understand their DNA”, he added.

In line with industry movements, Trapper’s digital activities have also increased substantially following the changes in consumer media behavior, especially during the MCO.

“Trapper has been driving business results by simplifying digital media and programmatic buying to deliver precision at scale. This is important in helping clients to address their integrated digital needs from branding to tactical and performance-driven campaign outcomes”, commented Kenneth Wong.

“We will continue to progress and add value to our clients’ business by constantly refreshing our latest tools and partners, as well as upskilling all our talents”, he added.

In Q1 2021 this year, Trapper concluded a rebranding exercise with the launch of a new tagline of ‘The Growth Engineers’ to position the agency as a growth-centric one.

This rebranding initiative aimed to communicate to both the industry and internal stakeholders, on the core DNA of Trapper, which is a growth mindset and culture.

“Our eyes are on the client’s business. Nothing else”, remarked Sue-Anne Lim, who led the company-wide rebranding exercise.

In line with the burgeoning concern of mental health amongst employees especially in the agency business, Sue-Anne has shared that Trapper is taking proactive measures to ensure balance between people’s well-being and business performance.

“Earlier this year, we have started to digitalise our business and operations. We are on track with our strategic milestones and are now focusing on automating and digitalising our HR processes so that employee experience is elevated and intuitive. We’ve engaged a tech company to help us design a talent engagement process that’s centred on both personal and business growth. This platform will enable feedback on-demand and provide greater clarity on how one is growing within the company as well as constant alignment of goals.”

Through its own internal data, Trapper has discovered a large amount of resource wastage, spent in non-priority areas and processes.

Through this programme, the company will then be able to democratise business priorities to its staff and empower them to allocate resources, time, and attention accordingly.

“According to RECMA’s latest report, Trapper clocked in 21 wins this year despite the MCO and all staff working from home. This is ahead of every other agency in Malaysia and that is a testament to the resilience of our people. They stretch when they’re called to, but we cannot take that for granted. We announced a two-week pitch detox two months ago but that was a stopgap measure. In the long run, we want Trapper to be an efficient machinery for our people, not the other way round”, Sue-Anne added.

RECMA is the only independent company to publish a wide range of media agency notation reports on a global scale and to provide strategic intelligence reference tools to help the top 500 global advertisers in their decision-making and agency sourcing. 

RECMA collects and analyses data from more than 1400 media agencies in 90 countries.


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Submissions Deadline: 15 November 2021

Announcement of Finalists: 29 December 2021

Judging & Presentations: 25 & 26 January 2022

Winners Announcement: 22 February 2022

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APPIES Asia Pacific 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.


 


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