Racheal Lee
Oct 3, 2013

Guinness Anchor's training unit appoints brand agency

KUALA LUMPUR - GAB Professional Solutions (GABPS), a training and innovation unit for Guinness Anchor Berhad (GAB), has appointed boutique brand consultancy LAB as its brand communication agency.

Guinness Anchor's training unit appoints brand agency

This appointment came after a review called early this year, which included several other undisclosed agencies. The agency is tasked with the brand strategy, creative and PR duties for GABPS.

With the aim to raise the Malaysian hospitality industry to world-class standards by focusing on quality standards and customers’ drinking experience at all GAB outlets, GABPS provides GAB trade partners with in-depth training on product quality, as well as product innovation for the entire brand portfolio through two core vehicles, GABPS Academy and GABPS Consultancy.

Keith Nair, manager at GABPS, noted that the unit is the vehicle that caters specifically to GAB outlets by providing five-star product and service quality training through GABPS Academy.

GABPS Consultancy, on the other hand, works simultaneously with GAB outlets to provide serial innovation with breakthrough beverage infusion techniques to enhance its “customers’ perfect drinking experience”.

“We needed to ensure that the appointed agency will be capable of delivering exceptional results for GABPS,” Nair said. “LAB showcased a skill-set with the potential to help GABPS develop a resilient brand architecture as well as innovative brand management approaches that were bottom-line driven.”

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