MY comms firm Citrine One takes on SEA and Australia with new biz unit

Malaysian communications agency Citrine One has established its international business outfit, Citrine One Global, to focus on cross-border business activities, beginning with Southeast Asia and Australia. Citrine One Global seeks to function as a gateway for Malaysian businesses seeking strategic communications services in new markets, and for international businesses looking for a footing in Malaysia and other Southeast Asian countries.

According to the agency, inter-referral and coordination within the alliance will ensure smooth delivery of campaign messaging for the clients. Among the affiliates under the new business unit are Singapore's Ying Communications, Indonesia's IMAGI PR, Australia's Bass PR, and Ardent Communications from the Philippines and Vietnam. Citrine One said the list of affiliates is expected to grow as more agreements are set to be formalised in the near future.

Heading the new business outfit is Junaidi Asmara Rosly (pictured left), who has over a decade of local and regional experience in various fields including consumer electronics, F&B, tech start-ups, government services, and creative multimedia industries. “I’m thrilled with the establishment of Citrine One Global and my new role as managing partner. I believe by leveraging on each other’s strengths and abilities, the alliance will be mutually beneficial for all parties,” he said.

Meanwhile, Citrine One's founder and principal consultant, Ivlynn Yap (pictured right), said: "We need to do business differently and collaborative partnerships have worked well for us locally where we work with experts and other agencies from different fields in marketing and communications to offer extensive services to our clients."

She added that this idea is now being taken to a larger scale with its global arm. "This is the manifestation of the valued professional and business partnerships we have cultivated over the years with our affiliates," Yap explained.

According to her, Citrine One Global's method is "simple and direct", which is to have the right people to do the job.

"We believe this philosophy also rings true with businesses that are looking to expand their operation and market in new territories, and this alliance is ready to provide the services needed by our clients to achieve that goal," she added.