Naga DDB Tribal, a Malaysian creative agency part of the DDB Worldwide collective, has long offered its clients marketing and branding services focusing on creativity and innovation. Given how the agency’s vision is deeply rooted in the parent group’s quest for interaction, it’s no wonder that many of its works for clients like CelcomDigi, KFC, The Exchange, SP Setia, Prudential and Unilever thrive in making sure brands make an ‘instant connection’ with their customers.
With such a proposition, how does Naga DDB Tribal continue evolving in a continuously changing market, and how can the agency’s talents grow in creativity and innovation?
In our latest Agency Leadership Decoded, we recently spoke with Farrah Harith-McPherson, chief growth officer at Naga DDB Tribal, to learn more about her leadership style and why it is essential to continue empowering talents, especially women, to make their voices heard and create an impact in the industry.
Making a team feel supported and valued
In her current role, Farrah shares that her leadership philosophy revolves around fostering a culture of collaboration, empowerment, and continuous growth. For her, this philosophy means leading by example—with empathy, authenticity, and a relentless focus on making a positive impact.
“I believe that the best ideas and solutions come from a team that feels supported, inspired, and valued. To me, leadership isn’t about directing—it’s about enabling. I focus on creating an environment where each individual can thrive, encouraging autonomy while providing the tools, guidance, and resources they need to succeed,” she said.
Farrah also explains that she emphasises clarity and purpose in everything they do, adding that for a team to thrive truly, they need to understand the ‘why’ behind their goals.
“My role is to align our efforts with a shared vision while remaining adaptable to the ever-evolving needs of our clients and the industry,” she added.
Creating initiatives to foster growth
Given her goal of creating an environment where talents are moulded to become talented and inclusive, she says that her initiatives within the agency are intended to motivate and engage the agency’s talents.
“At Naga DDB Tribal, I’ve had the privilege of driving and supporting several unique initiatives designed to foster growth, collaboration, and a sense of belonging,” she said.
One of the key initiatives she championed is the ‘She Speaks Power’ initiative, a platform that empowers our team—especially women—to share ideas, voice their aspirations, and build confidence. The initiative is led by Hajar Yusuf, the agency’s head of digital and social, and includes various activities driven by the team.
For Farrah, this has strengthened camaraderie and inspired meaningful conversations and actions within Naga DDB Tribal.
Another initiative she highlighted was rebooting their training program and co-creating the ‘Naga Adcademy.’ This program, led by the agency’s strategy team, developed a comprehensive calendar of training activities designed to inspire creativity, build skills, and foster closer collaboration across departments and industry partners.
In addition to these main initiatives, Farrah also supports the team’s initiatives for social events and activities.
“Whether it’s lobbying management support or helping them bring their ideas to life, I see these moments as opportunities to strengthen our bond as a team,” she said.
She also highlights that any of its initiatives, whether it’s its ‘She Spins Power’ (a spin class taught by one of its own strategists) initiative or a 5km run to raise money for Cancer Research, all aim to foster a close relationship while having fun.
“Ultimately, my role is to empower the team, giving them the freedom and support to take ownership of initiatives they’re passionate about. By doing so, our aim is to create an environment where everyone feels they belong and can make a meaningful impact,” she stated.
Navigating the challenges of agency leadership
In terms of challenges in her leadership, Farrah says that one of the biggest challenges she faced was maintaining team engagement and morale in the face of industry pressures.
“Advertising is both incredibly dynamic and taxing as an industry. While it has its rewarding moments, it also comes with uncertainty and the risk of burnout. Keeping the team inspired, motivated, and aligned has required consistent effort and intentional leadership,” she said.
She admits that continuing the momentum is always challenging, especially when external factors add pressure. To navigate this, she has learned the importance of being present and authentic with the team.
“By showing up, listening, and addressing challenges together, we can foster an environment where everyone feels supported and valued. I’ve come to understand that it’s not just about talk or even about creating programs for the team —it’s about showing care in the small, everyday moments,” she added.
Moreover, she also states that while she doesn’t claim to have all the answers to solve these challenges, she still believes that being open and approachable, even when facing uncertainty, creates a foundation of trust within the agency collective.
“Leadership, for me, is about walking alongside the team and working through challenges together. It’s a journey of learning and adapting, and I’m grateful for a team that rises to the occasion, time and time again,” she added.
Milestones reinforcing agency beyond traditional boundaries
Farrah shared that one of the milestones she takes the most pride in during her leadership at Naga DDB Tribal is the impact of ‘She Speaks Power.’ She highlighted how this initiative has been a transformative force within the agency and the broader community it has touched.
“‘She Speaks Power’ was born out of the belief in the power of shared learning, mentorship, and celebrating entrepreneurship. Internally, it has had a profound effect on our team, fostering a culture of collaboration, confidence, and inclusivity. The activities and programs under this initiative have provided our team with opportunities to lead, innovate, and build meaningful connections with one another while having fun,” she explained.
She also expressed how the external impact of these initiatives has been deeply gratifying, highlighting how mentorship programs like IMPACT have significantly played a crucial role in supporting female founders and entrepreneurs in overcoming the challenges of building their businesses.
“These efforts have reinforced Naga DDB Tribal’s reputation as an agency that goes beyond traditional boundaries, one that values purpose and creates a positive ripple effect within the industry and beyond,” she said.
Farrah also added, “‘She Speaks Power’ is a testament to what can be achieved when we embrace the spirit of entrepreneurship and the power of community. I am proud to see how it continues to inspire and uplift, and I am grateful to my team for really making this initiative work. We are entering into our third year, and I couldn’t be prouder.”
Leading with authenticity
In terms of advice for future industry leaders, Farrah emphasised the importance of leading authentically and fostering a collaborative spirit as key aspects of effective leadership in the marketing industry.
She also pointed out how easy it can be to get swept up in trends or adopt leadership styles that may not align with one’s true self.
“True inspiration comes from being yourself—sharing your values, staying grounded, and showing up with sincerity in every interaction. People respond to authenticity because it builds trust, which is the foundation of any strong team or relationship,” she said.
Farrah also highlights the significance of fostering a culture of collaboration, explaining that leadership is not about having all the answers or working in isolation.
“Leadership isn’t about having all the answers or doing it alone—it’s about creating an environment where ideas flow freely, people feel empowered, and everyone works toward a shared goal. At Naga DDB Tribal, I’ve seen the magic that happens when we tap into our collective strengths and work as a team,” she said.
Lastly, she said leaders can inspire others to adopt the same approach, creating a ripple effect that fosters positive transformation within teams and organisations.
“Leadership is about lifting others as you grow. For me, this means championing people’s potential, celebrating their wins, and giving them the space and confidence to shine. When you lead with empathy and purpose, you inspire others to do the same, creating a ripple effect that can transform teams and organisations,” she concluded.
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Effective leadership in the marketing industry requires a balance of inspiration, adaptability, and vision. Leaders must cultivate creativity, encourage collaboration, and embrace diverse perspectives to drive innovation. By staying ahead of emerging trends and setting a clear direction, they empower their teams to craft impactful campaigns that connect with audiences and stand out in a dynamic landscape.
