The account, which is estimated at almost RM2 million (US$550,000), was won without a pitch from incumbent Interface and will be led by Sil Ad's general manager Irene Ho. According to Ho, Fujiaire wants to introduce a sleeker, more modern feel for its air conditioner units, both in terms of design aesthetics and brand image as it expands its product range to battle growing competition from local and imported brands.
"Sil Ad will bring to Fujiaire key local insights on the purchase patterns of air-conditioners when coping with the threat of cheaper Chinese air conditioner brands flooding the market," said Sil Ad MD and CD Sa'ad Hussein.
Established in 1994, the brand now competes with the likes of York, Acson, Haier, MEC and LG, as well as some local brands including Pensonic. Fujiaire exports to the US, Australia, South America, Europe, South Africa and other Asian countries including Indonesia, Singapore and the Philippines.
