Sophie Chen
Aug 20, 2013

Smart Axiata selects Cream as creative agency in Cambodia

PHNOM PENH - Smart Axiata, a Cambodian mobile telecommunications company, has handed its creative business to Cream Communications Group following a competitive pitch in July.

Smart Axiata selects Cream as creative agency in Cambodia

Cream is tasked to develop a new multimedia brand campaign, which will launch soon.

“The mobile market in Cambodia is overcrowded and fiercely price-competitive,” Brenden Arnold, CEO of Cream Cambodia, told Campaign Asia-Pacific. “Differentiation is fundamental whilst maintaining the delicate price-value balance. Affordable quality is the key to building and maintaining a robust on net subscriber base.”

With five million subscribers in Cambodia, Smart Axiata is a new brand formed from the merger of Smart Latelz and Hello Axiata in February this year. It is a subsidiary of the Malaysia-based Axiata Group Berhad, which has more than 215 million subscribers in Southeast Asia.

Update, 2:45 pm: Due to an editing error, this article originally stated that Phnom Penh agency River Orchid was the incumbent on the account.  

Related Articles

Just Published

12 minutes ago

Cannes Lions under fire for lack of diversity

Abraham Abbi Asefaw, ousted dean of the Roger Hatchuel Academy learning program at Cannes, decries the decision to leave the program's leadership devoid of people of colour.

2 hours ago

With pandemic as backdrop, Jollibee departs from ...

A new campaign from BBH Singapore takes a sombre but ultimately heartwarming look at life under the pandemic, delivering 'A message from the future' about the lasting lessons we can take from the past year and a half.

13 hours ago

Facebook extends 'more together' thought with ...

Watch the film conceptualised by Taproot Dentsu here.

13 hours ago

Ogilvy names Liz Taylor as global chief creative ...

Taylor becomes first woman to hold Ogilvy's top creative position.