Cream Communications ventures into activation

The unit will allow the company to manage client requirements and develop new business beyond existing agency clients.

Cream has hired a new department manager and key support staff, with more to follow, specifically from the field. At present, its key account is Unilever Cambodia and a few others on a project basis. For Unilever, Cream manages Comfort, Vaseline, Lux, Close up, Wall’s Ice Cream, Pond’s and Dove.

According to Brenden Arnold, Cream’s CEO, the firm has already produced and executed more than 300 national activation roadshow events for Unilever Cambodia, leading to fundamental and insightful learnings. “This honed our competence and highlighted the need for a standalone activation unit,” he said.

Activator uses a proprietary toolkit to record and report hourly, real-time metrics, Arnold said. These metrics go beyond sales data and allow companies to make on-the-fly changes to onsite factors, he added.