KUALA LUMPUR: Trapper Media Services will now be known as just Trapper, relaunched with a new logo and purpose line, “The Growth Engineers”.
The rebranding exercise was personally led by its CEO Lim Sue-Anne to signify a company-wide brand transformation that centres on a growth culture.
The new Trapper comes with a new logo and purpose narrative, which is to help businesses solve growth challenges via innovative and integrated solutions.
The positioning of “The Growth Engineers”, is reflective of the employees’ mindset, attitude and approach to everyday decisions.
Trapper believes that personal and client growth are symbiotic.
“When we grow as a person, we work better with one another, and for the client. When our clients grow, they give us a sense of ownership and pride, and motivate us to continue growing in our capability and capacity.
“There is no line to which one starts and the other ends. Which is why a true Trapperian recognises that growth starts as a personal choice, ” Lim said.
The new logo is an emblem that pays homage to 20 years of solid foundation and is facing upward indicating a keenness to forge ahead.
A bold “T” is a culmination of all the hard work that went into building the business from the beginning and the shadow in stripes represents a rubber tree incision, paying homage to Trapper’s heritage, the agency said in a statement.
The logotype of Trapper is simple, clean yet bold and solid to project confidence.
According to Sivanathan Krishnan, (pic above) chairman and co-founder of the Trapper Group, the new identity enables the company to communicate its purpose to the industry, clients, and talents, with clarity.
This is the first transformation that has taken place since the company’s founding in 2001, marking 2021 an important 20th year milestone.
“We want clients to expect more from us as we are confident that we can grow into their expectations, if not exceeding it, ” he added.
To further solidify Trapper’s intention to grow in the industry, Teo Chin Wern (pic below) has joined as strategy director from Vizeum, where she was instrumental in developing winning propositions for brands and new businesses.
Her immediate responsibility is to develop a new strategic planning framework that defines Trapper’s mission as a strategic growth partner for clients.
“This strategic planning process is our way of thinking, how we manifest Trapper’s brand promise and will be a unifying approach for adoption across all media planning teams.
“Above and beyond that, it comes unsaid that we will build and enhance our data driven insights capabilities to foster greater innovation culture in Trapper. I look forward to having Teo find her growth path in Trapper and inspire others along the way, ” Lim noted.
Meanwhile, Teo stated: “Today’s market dynamics have shifted, and the playing field has been levelled between independent agencies like Trapper and large network agencies. It is akin to the David versus Goliath lore, the emergence of quick marts versus hypermarkets.
“Boutique agencies like Trapper is closer to your business because we understand your undercurrents and consumers better. We pride ourselves as being nimble and agile and are confident in delivering better solutions at a competitive value.”
Trapper is wholly owned by the Trapper Group, a holding company that specialises in business investments within the communications ecosystem. Other brands under Trapper Group are SEED, TIN, Adwork and Adminer.