Hawaya, mobile application platform that helps single Muslims across the world find their lifelong partner, has picked Zeno Group as its agency of record for PR duties. The work—which will span Malaysia, Indonesia and Singapore—is aimed at driving the overall communications direction and strategy for the brand and to build a presence in those markets.
According to a statement, Zeno won the pitch by delivering an "integrated, geo-centric approach" that "matched data and analytics with local insights specifically tailored to each market". The client said that Zeno struck the right balance between a global perspective, while ensuring local nuances and cultural sensitivities are addressed. The agency will offer influencer marketing and data-driven storytelling.
"Hawaya challenged us to use data and insights across three distinct Muslim cultures, and to look at love and marriage in new ways," said Paul Mottram, regional president of Zeno Group Asia Pacific.
Sameh Saleh, founder and CEO of Hawaya, added, "One thing was clear: Zeno understood local cultures and the human behaviour that motivates and makes finding the ideal soulmate appealing, which are keys to knowing Hawaya's audiences."
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