Naga DDB Tribal retains creative agency mandate for Astro Malaysia, expands scope to include sooka

Kuala Lumpur, Malaysia – Naga DDB Tribal has retained its position as the creative agency-of-record for Astro Malaysia Holdings Berhad following a competitive pitch process, extending a 17-year partnership between the two companies. The renewed appointment now expands to cover sooka, Astro’s streaming platform.

The expanded remit reflects Astro’s confidence in Naga DDB Tribal’s ability to evolve alongside its brands and deliver integrated creative solutions across Malaysia’s changing media landscape.

“We are pleased to continue our journey with Naga DDB Tribal, as the team demonstrated a strong understanding of Astro’s strategic priorities and delivered creative solutions that matched our brand ambitions. By drawing on their deep knowledge of Astro and its products, they pushed creative boundaries in exciting ways. Their ability to balance smart insights with bold imagination left a lasting impression and reinforced their role as our trusted creative partner,” said Tai Kam Leong, chief sales and marketing officer of Astro Malaysia.

For Naga DDB Tribal, the reappointment marks both a reaffirmation of its long-term collaboration with Astro and an opportunity to contribute to the company’s continued growth across broadcast, digital, and emerging platforms such as sooka. Through sooka, Astro is targeting a digitally native audience with bold content and experiences designed to extend its reach beyond traditional media.

Naga DDB Tribal’s expanded responsibilities will include creative strategy and communications for both Astro and sooka, with a focus on maintaining brand coherence while addressing the unique needs of different audience segments.

Kristian Lee, group executive director at The Foetus Group & Naga DDB Tribal, commented, “Our 17-year partnership with Astro has been one of the most meaningful journeys in Naga’s history. The retention and growth of this mandate reaffirms not only our creative strength, but also our shared commitment to growth and reinvention. As Astro and sooka continue to evolve, we’re energised to build bigger, bolder, and greater things together. With that in mind, we would like to take this opportunity to express our gratitude to Astro’s marketing team for conducting a pitch process that was not only transparent and equitable, but one that allowed and truly encouraged the talent within the participating agencies involved to express their creativity and individuality to a large extent.”

He added, “On behalf of our agency, I also wish to extend our respect and admiration to all the other agencies who had participated in this pitch process. We engaged in this process fully acknowledging the strength of the competition and this served as an added impetus for Naga DDB Tribal to continue to push the bar even further in delivering positive results for our clientele.”

With the renewed and expanded partnership, Naga DDB Tribal plans to enhance its capabilities and operations to align with Astro’s evolving creative and strategic needs. The agency said the reappointment lays the groundwork for a strong start to 2026 as it continues to champion integrated creativity that connects brands and audiences across Malaysia.