Byravee Iyer
Sep 30, 2014

Dragon Rouge to handle DiGi’s rebranding

SINGAPORE - Malaysia's third largest telco, Telenor-owned DiGi, has picked Dragon Rouge, most likely for an upcoming rebranding initiative.

Zayn Khan
Zayn Khan

The news comes a month after the company selected NagaDDB and Havas as its creative agencies following a five-way pitch.

“The telecommunications space is extremely competitive and is undergoing rapid change in terms of technology and consumer behaviour,” said Zayn Khan, Dragon Rouge’s Southeast Asia CEO.

It is Khan's view that internet experience has become central to everything and brands need to keep up with that. “DiGi recognized this years ago with its ‘Internet for All’ positioning and is now entering a new phase in its brand development.”

In an earlier interview with Campaign Asia-Pacific, Khan revealed working with a major telco on a rebranding programme. 

Dragon Rouge is relatively new to the region having opened for business in Singapore this May. According to Khan, Singapore has become a major hub for regional and global FMCG clients and not having a presence here would have become a handicap. Internationally, the agency works with the likes of Unilever, Mondelez, Heineken, Nestle and Kellogg’s. “It is important to be able to support them on the group with strategy and marketing.”

The branding company, which currently employs seven people, plans to hire more before the end of the year. Apart from DiGi, Dragon Rouge is working with a government on brand positioning and certain FMCG companies, introducing new product variants into the region. “We are actively pitching for new business and have several irons in the fire," Khan said. "I am feeling very optimistic that our offer is something that clients are hungry for, and our early business wins seem to support this.”

He believes that the firm is at the sweet spot where brand consultancies, innovation companies, activation agencies and consumer design firms intersect. "It's a good place to be as the lines between these disciplines have melted away and clients are looking for business-driving ideas that cut seamlessly across channels."


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