Kuala Lumpur, Malaysia – Guinness Malaysia has named Archetype Malaysia its public relations agency of record for 2025, following a competitive multi-agency pitch. The appointment will see Archetype lead all PR efforts for the Heineken Malaysia Berhad flagship brand throughout the year, including major brand campaigns and high-impact initiatives like Guinness’ ongoing partnership with the Premier League.
Archetype Malaysia won the pitch by impressing Guinness with its strategic thinking, strong cultural insights, and “earned-first” creative approach.
Under the new mandate, the agency will develop an integrated PR programme that spans storytelling, influencer marketing, and experiential activations, aiming to deepen brand relevance, expand media impact, and strengthen consumer engagement.
Joyce Lim, marketing manager for Guinness Malaysia, said the agency stood out with its fresh ideas to amplify the brand’s football platform. “We’re pleased to appoint Archetype Malaysia to lead all PR campaigns for Guinness Malaysia. Archetype impressed us with their fresh and exciting ideas to amplify our football platform, particularly as we continue to build momentum around the Premier League,” Lim said.
She added, “Archetype’s PR strategy brings a strong narrative angle that complements and enhances our brand goals. We’re confident in the agency’s ability to bring this campaign to life with the passion and boldness that Guinness is known for.”
The appointment builds on Guinness Malaysia’s recent “Spirit of Togetherness” campaign in 2024, which focused on uniting football fans through match-viewing experiences and community-based activations.
For this year, the brand aims to scale its voice across more platforms and occasions, with Archetype tasked with crafting a cohesive PR strategy that builds emotional affinity, reinforces brand purpose, and connects meaningfully with consumers year-round.
Meanwhile, Lee Tiam Siang, managing consultant at Archetype Malaysia, said the partnership is about capturing the communal spirit of football in an authentic and distinctly Guinness way. “Football is more than just a sport — it’s a shared ritual and a universal language that unites people across backgrounds,” Lee said. “Our partnership with Guinness is about fuelling that passion in ways that are authentic, energizing, and distinctly Guinness. We’re honoured to help shape an unforgettable year ahead for the brand and its fans.”
Consumers can expect a dynamic rollout of storytelling-led campaigns throughout the year, from football fever to lifestyle moments, all anchored in Guinness’ signature values of bold flavour, character, and togetherness.
