Two more Malaysian agencies join forces with ADA to offer clients data-driven solutions.

KUALA LUMPUR, 11 DECEMBER 2019ADA (Part of Axiata Group), the largest company in Asia that integrates data, insights, media, and content to deliver business outcomes recently welcomed two new agency partners in Malaysia – MullenLowe S’ng & Partners and M&C Saatchi – to their agency partner programme, Fusion by ADA.

This addition comes a few months after the announcement of VMLY&R Asia’s partnership with ADA that brings together market intelligence and marketing insights to produce data-led solutions.

Fusion by ADA enhances the value proposition that agencies currently offer their clients. The programme is designed for creative agencies and digital independents who are looking to leverage ADA’s data and analytics capabilities to drive integrated data-driven solutions. The collaboration looks to synergise, complement, and help enhance what agencies, both locally and regionally, can offer their clients.

Mahesh Neelakantan, Regional Agency Partnerships Director commented on the programme, “Fusion by ADA enables our agency partners to provide integrated services that include digital media planning and buying – turning ‘integration’ not only into a competitive advantage, but also a revenue generating stream.”

Agency partners get to enjoy a wide range of ADA data-driven solutions and training:

ADA Business Insights power product driven solutions with its suite of Business Insights Dashboards (BIDs), which are created to aid specific industries overcome business challenges:

  • Mobile BID for mobile phone manufacturers uncovers when consumers are likely to change devices
  • Telco BID for the telecommunications industry detects who is likely to drop out as a subscriber and what to do to keep them
  • Retail BIDs help the automotive, mall, and petrol industries track their consumers’ foot traffic as well as that of their competitors.

Service driven solutions include ADA’s unique acquisitions model, precise and strategic media planning and buying, as well as digital transformation and training, including industry bibles and white papers.

Commenting on Fusion by ADA:

Srinivas Gattamneni, Chief Executive Officer, ADA, “ADA is here to help businesses win and navigate the complex world of digital. Our suite of solutions from business insights products, to consultancy, and this agency partner programme are designed to better decision-making as well as to improve service offerings.”

Adrian S’ng, Chief Executive Officer, MullenLowe S’ng & Partners Malaysia, “Traditionally we have struggled in the past with limited access to data, often only relying on dip-stick qualitative research, but now, with this partnership, the ability to put forth a data-driven strategy solidifies our proposition to our clients and their business. In a world where data is fast becoming more and more important, this partnership signifies the agency’s intent in moving forward with strategic collaborations that will help propel MullenLowe S’ng and Partners along with ADA.”

Lara Hussein, Managing Director & Chief Executive Officer, M&C Saatchi Malaysia, “We are truly excited about the possibilities of our partnership with ADA. Tourism Malaysia is a long-standing client of M&C Saatchi Malaysia, and we believe that ADA’s industry-leading ability to derive powerful, data-evidenced insights into consumer behaviour will allow us to target effectively and gain more tourist numbers for Tourism Malaysia.”


About ADA

ADA (Part of Axiata Group; Pronounced as A-D-A) is the largest company in Asia that integrates data, insights, media, and content to deliver business outcomes. Part data science, part agency, part consultancy – our eclectic and diverse talent come together to make sure our customers always emerge winners.

ADA is a rebrand of different go-to-market brands (AdParlor, AdReach, Digital Reach). Shareholders are Axiata Group Berhad and Sumitomo Corporation. Our business is anchored on 3 main pillars and powered by our deep data assets with 280 million unique profiles and >200 raw and derived attributes:

  • Integrated Planning & Delivery (Media Planning, Digital Creatives, Ad Operations, Growth Hacking)
  • Deep Media Integration (Facebook, Google, Telco, AVOD)
  • Merged Analytics (Data Consulting, Data Enrichment, Audience Cente

For media enquiries, please contact:

Fiona Ng, Marketing & Communications, ADA
+6019 257 8277,