Byravee Iyer
Oct 13, 2014

Cream Communications ventures into activation

CAMBODIA - Cambodian creative agency Cream Communications has launched Activator, a dedicated activation unit.

Brenden Arnold
Brenden Arnold

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.


Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.