The Malaysian office will be led by Danny Chin, who was previously director of platforms at OMG Malaysia. He will report to CEO of OMG Malaysia, Andreas Vogiatzakis and will be responsible for driving Fuse's core services of planning, activation, project management, measurement and evaluation across all branded entertainment genres.
"Branded content, both in traditional as well as online media platforms, is the fastest growing communications discipline in Malaysia," said Chin. "It allows brands to play a more active role and truly engage audiences – whether they’re spending time in traditional or online spaces and create brand conversations among those audiences."
The decision to launch Fuse in Malaysia was in response to "increased demand from several clients", said Vogiatzakis.
According to Ben Flint, head of Fuse Asia-Pacific, branded content in Malaysia has surged ahead of other local markets such as Singapore, with almost 50 per cent more spend by brands.
"When you juxtapose the local growth against brands, realising that while traditional advertising serves an awareness purpose but it rarely inspires nor engages consumers, we are very confident that Malaysia will be a star performer for Fuse," Vogiatzakis said.