Grey reappointed lead creative agency for Coway Malaysia

Kuala Lumpur, Malaysia – Grey KL, part of the Ogilvy Group Malaysia, has been reappointed as the lead creative agency for Coway Malaysia for 2026, extending a partnership that began in 2017.

The reappointment follows nearly a decade of collaboration, during which Grey has worked on Coway’s brand positioning and communications strategy. Over this period, Coway has strengthened its positioning in the Malaysian market as a home wellness brand, including maintaining its standing as a leading water purifier brand in the country.

This year, Coway Malaysia will work with two main creative agencies, with Grey leading strategic and creative direction. Under the renewed mandate, Grey will continue to oversee Coway’s brand vision and develop a topline communications guide to ensure consistency across agency partners.

Speaking on the reappointment, Irene Wong, CEO of Ogilvy Group Malaysia, said, “Our journey with Coway Malaysia has been one of true collaboration, built on mutual trust and a relentless pursuit of excellence. Being reappointed as their lead creative agency is a testament to the enduring impact of our work and our shared vision for innovation in the home wellness space. We are incredibly proud to continue upholding Coway’s brand identity and bringing its narrative to life as the brand continues its journey forward.”

Grey’s scope of work in 2026 will include brand-building initiatives such as Coway’s 20th anniversary campaigns, product launches and large-scale activations, including Coway Run.

Graham Drew, chief creative officer at Ogilvy Group Malaysia, added, “This reappointment is a profound validation of our team’s strategic acumen and creative horsepower. We have consistently pushed boundaries to connect Coway with its audience in meaningful ways. Leading the charge on the 20th Anniversary and embedding innovation across all communications are incredible opportunities to showcase the depth of our partnership and our ability to deliver iconic work.”

Janice Tan, group manager of marketing division at Coway Malaysia, said the partnership has played a key role in the brand’s development. “Grey has been more than just an agency. They have been a strategic partner in our growth story. Their deep understanding of our brand, coupled with their ability to craft compelling narratives, has been invaluable in positioning Coway as a leading home and wellness brand in Malaysia. We have immense trust in Grey’s strategic vision and creative capabilities, and we look forward to celebrating our 20th Anniversary and embarking on our next chapter of innovation with Grey at the helm.”

Alongside the reappointment, Grey Malaysia is collaborating with new agency partner Dentsu Malaysia to support Coway’s continued brand growth.