Citrine One appointed to handle Malaysian e-commerce brand

The Kuala Lumpur-based agency will work on an integrated PR approach for the start-up.

From left: Oxwhite founder CK Chang & Cynthia Lee, managing partner at Citrine One
From left: Oxwhite founder CK Chang & Cynthia Lee, managing partner at Citrine One

Following a pitch among three agencies, Malaysia-based fashion e-commerce brand Oxwhite has appointed Citrine One as its PR agency on record. The brief comprises an integrated PR approach combining media relations, product placements and thought leadership.

Oxwhite began operations in 2018 and its user base has grown to over 80,000. According to founder CK Chang, the brand will set out to launch 50 more products in the next six months and explore the idea of launching a first concept store which would leverage artificial intelligence to create an online-to-offline experience.

Recently, Citrine One launched its international global network to provide multi-tier strategic comms services in multiple territories in Southeast Asia (SEA) and Australia.


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