Kuala Lumpur, Malaysia – Archetype Malaysia has expanded its partnership with HEINEKEN Malaysia Berhad following its appointment as public relations agency of record for Tiger Beer Malaysia in 2026. The appointment comes after the agency’s continued work with Guinness Malaysia, for which its PR partnership has been renewed for 2026.
The expanded mandate follows a competitive pitch win for Tiger Beer and reflects HEINEKEN Malaysia’s ongoing confidence in Archetype’s communications approach, which focuses on earned media and integrated storytelling.
In 2025, Archetype Malaysia worked with Guinness Malaysia on a series of brand campaigns aimed at strengthening cultural relevance and consumer engagement. These efforts included initiatives linked to the brand’s Premier League partnership, the Chief Pint Officer programme, and the launch of the Guinness Clubhouse in Malaysia, which was described as the first of its kind globally.
The appointment of Archetype as Tiger Beer Malaysia’s PR agency marks a new phase for the brand as it seeks to deepen its engagement with Malaysian consumers through culturally driven narratives.
Joyce Lim, marketing manager for Guinness Malaysia, also commented on the partnership, saying, “Our collaboration with Archetype in 2025 delivered strong momentum for the Guinness brand. Their ability to translate brand heritage into modern, resonant storytelling has been instrumental, and we are excited to continue this partnership into 2026.”
Lee Tiam Siang, managing consultant at Archetype Malaysia, said the expanded remit reflects the trust built between the companies. “At Archetype, trust is earned through the work and the people behind it. Guinness and Tiger carry deep cultural weight in Malaysia, and this partnership gives us the space to inject fresh magnetism in ways that feel true, relevant and alive. We’re excited to build on that momentum.”
“Archetype has demonstrated a strong understanding of how to build brands through moments that matter to audiences, not just campaigns,” said Julie Kuan, marketing manager of Tiger Beer Malaysia. “Their strategic clarity and integrated communication approach stood out during the pitch, and we are confident they will help drive Tiger’s relevance and engagement in 2026.”
Under the expanded portfolio, Archetype Malaysia will oversee public relations strategy, brand storytelling and integrated earned communications for both Guinness and Tiger Beer, supporting HEINEKEN Malaysia’s broader objective of building culturally relevant brands in the Malaysian market.
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