K3 Communications picks up new accounts

K3 Communications picks up new accounts; Afton Chemical Asia and SIM University

The announcements:

Afton Chemical Asia has appointed K3 Communications as its total communications partner – responsible for creating through-the- line marketing solutions including strategy, creative, advertising, digital, sales support and activation.

The appointment followed a hotly contested three-way pitch, and elevates K3 further on the regional stage with works spanning across the Asia Pacific, including China for the fuel additive client.

Founded by award-winning ad veteran Goh Wee Kim, the three-year-old K3 Communications is increasingly noted for its ability to meet expectations of accounts typically managed by network agencies. Goh said: “We are heartened by the recognition and trust that international and regional accounts like Afton have for independents like K3. It attests to the confidence that international clients have with our ability to understand their businesses and to effectively communicate for their brands in an ever-evolving media landscape”.

Creative Partner Nicholas Leong added that the synergy between the business approaches of both agency and client played an important role in securing the win. “Besides being an established global leader in the fuel additive industry, Afton Chemical is an organisation run by highly passionate people who are sincere and down-to- earth. I believe our shared dedication to create what’s right for our customers is the Cupid’s arrow that led to our marriage,” he said.

Since the appointment, K3 has begun producing branding and tactical works for Afton Chemical’s strategic products and services, including the recent launch of the company’s manufacturing plant in Jurong Island, Singapore.

After winning the pitch for SIM University’s Full-time Programmes two years ago, K3 is back to working with SIM University once again. In the final round pitch earlier this year, K3 presented
works against 4 other agencies – including incumbent, Tribal. K3 emerged top with the winning idea and has been awarded the communications duties for SIM University for the next 2 years.

K3 proposed an integrated campaign with a new branding message that urges students to “Join the U That Believes in U”, whatever your goals and aspirations are. The campaign seamlessly blends traditional advertising, BTL, activation and digital together. The campaign is now running in print, digital, online video, in-campus, outdoor and transit mediums.

K3 said in a statement: “Here at K3, we are excited to be granted the opportunity to help craft the communications for one of SIM University’s great milestones. It is a great honour to be entrusted with the branding communications of a fine establishment like SIM University. In the campaign, K3 employ a multitude of media platforms to communicate the University’s position as a unique institution – letting students take ownership over the blueprint of their futures.

Welcoming them to an immersive university that lays the foundation for and builds up their aspirations. The U that believes in U.

Source: K3 press release


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