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.