Malaysian Direct-to-Consumer (DTC) brand Signature Market has appointed Citrine One Malaysia (COMY) as its Public Relations agency on record starting 1 April 2021.
The appointment was made following a competitive pitch with three other agencies in early February, in which COMY presented an integrated PR approach combining brand innovation, community partnerships, media relations and thought leadership initiatives to support Signature Market as the brand sets its intention towards an impending IPO filing next year.
“Signature Market has come a long way since our initiation in 2014. We have grown from a startup with 1,000 customers selling roasted nuts to 400,000 customers today and we are selling a full range of better for you groceries plus wholesome products that enhance one’s mental & spiritual well being.
“To fuel our growth & mission, we are looking at the next step to expand our presence and strengthen our business and are now planning to be listed in the ACE market via Initial Public Offerings (IPO) next year.”, said Signature Market co-founder, Edwin Wang added that the brand aims to contribute towards upgrading Malaysian lifestyle and mindset in order to move into a high income nation that cares for the environment and community.
Edwin Wang Signature Market Founder (left) and John Cheng Signature Market co-founder (right)
Edwin however reiterated that the goal of the company going public goes beyond just a strong debut.
“Our vision is to make Signature Market a brand that is recognised globally. The public offering is just the ”initial” step for us to work towards our vision of becoming a world-leading consumer brand where greater emphasis are placed on sustainability, consistent innovation, accountability and succession,” he said adding that the brand needed a seasoned agency that is able to strategically devise and execute a PR plan to support his vision and mission.
Citrine One, according to Edwin, was the perfect fit to cater to their current goal as the agency’s proposal amplifies the brand’s messaging on adopting mindfulness as a way of life through a series of carefully crafted communication strategies that are innovative, practical and potentially impactful,” he said.
On the appointment, COMY Acting Managing Director Cynthia Lee said that it is an honor to work alongside such an inspirational brand like Signature Market.
“We are looking forward to making the brand’s mission of upgrading Malaysians’ lifestyle to health and mindset upgrade more relatable to Malaysians as mindful living is still a fairly new concept in Malaysia.
“We are excited to be a part of Signature Market’s journey, especially in supporting its communication goals as it inches further towards IPO,” Lee said.