Kuala Lumpur, Malaysia – Trapper Group and Invictus Blue, two independent communications agencies based locally, have signed a memorandum of understanding (MoU) to form a joint venture agreement. The said partnership will see both agencies coming together to deliver integrated solutions for brands grounded in deep market expertise and built to operate at a larger scale.
Moreover, the partnership is designed to offer clients greater agility, speed and customised go-to-market solutions through a single, accountable, platform-agnostic ecosystem.
Speaking exclusively to MARKETECH APAC, Keith Miranda, President at Invictus Blue and Sivanathan Krishnan, Chairman and Co-Founder of Trapper Group, acknowledged that the joint venture is a response to the rapid changes of the industry, with client expectations nowadays focused on more integrated thinking, faster execution, stronger accountability, and partners who can adapt quickly to changing market realities.
“The industry itself is going through a period of reset. Networks are consolidating, agencies are merging to defend margins, and many independents are being pressured to stay small, fast, and cost-efficient. But increasingly, clients want something more connected, more agile, and more outcome-driven,” they explained.
Moreover, both Keith and Siva recognised that independent agencies need to evolve proactively rather than become a consequence of external global factors.
“This JV allows us to create access to larger and more bespoke opportunities where, historically, independent agencies may have been viewed as too small individually,” they explained.
Continued agency independence following joint venture
Both agencies have clarified that they will continue to operate independently following the joint venture. The agencies will continue to operate independently, serving their existing clients and maintaining responsible working relationships with Media Owners and Partners locally and globally, while collaborating where it drives greater impact.
“Invictus Blue and Trapper will continue operating independently with our own structures, cultures, leadership, and client relationships. The JV is not designed to replace the agencies, but to selectively create additional scale, capabilities, and integration where it genuinely adds value,” both Keith and Siva said.
They also mentioned that what made the timing right was also the shared ambition between both organisations, as well as a similar people-first mindset in how we build our businesses and teams.
Both also stressed that the joint venture is focused on bespoke opportunities that may require the combined forces of both agencies.
“The JV itself is also intentionally structured as a separate layer that will only be activated for specific opportunities where a more integrated or scaled approach is required. This could include bespoke projects, larger mandates, or opportunities where clients may traditionally perceive independent agencies as being too small individually,” they explained.
Moreover, the agencies shared that if collaboration does happen, there will always be clear accountability through a designated lead agency or project lead.
“The intention is to create additional flexibility and capability for clients without losing the agility, independence, and identity that make both agencies effective in the first place,” they said.
The joint venture’s influence on Malaysia’s marketing industry
Keith and Siva believe that the joint venture between Trapper Group and Invictus Blue challenges the traditional idea that growth only comes through consolidation or network scale.
“What we are showing is that independent agencies can collaborate strategically while still maintaining complete independence in how they operate, grow, and build their own cultures,” they said.
Moreover, the joint venture wasn’t about creating a larger agency structure, and in fact, the separation was intentional in the first place.
“It is designed to give both agencies the ability to come together only when there are bespoke opportunities that require greater scale, integration, or broader capabilities,” they added.
Looking ahead, Keith and Siva express hope that what they are doing in Malaysia can become a catalyst for other independent agencies across the region.
“We genuinely believe independents collaborating together is the way forward, not just for agencies themselves, but in creating stronger and more meaningful value for clients,” they explained.
They also hope that this joint venture encourages the industry to think more progressively about partnerships, capability building, and long-term sustainability.
“At the end of the day, the future will favour agencies that are adaptable, collaborative, and able to deliver meaningful business impact in a much more connected environment,” they concluded.
