Tag: Malaysia

Kuala Lumpur, Malaysia – M+C Saatchi Group Malaysia has announced the rollout of a bold new brand identity, as well as officially launching ‘Cultural Power’, its proprietary approach that dives beneath surface data to surface the cultural truths driving consumer behaviour.

‘Cultural Power’ is the advantage M+C Saatchi Group creates by leveraging a three-part approach. First, through ‘Deep-Cultural Diagnostics,’ they combine AI-enhanced analysis with expert-led workshops to uncover unspoken values, symbols, and societal tensions. 

Next, these insights are transformed into a ‘Strategic Springboard,’ directly informing creative strategy to ensure authenticity and emotional resonance. Finally, with ‘Real-Time Tracking,’ they monitor ongoing shifts in cultural perception, enabling brands to adapt and maintain their relevance in a rapidly evolving landscape.

Meanwhile, the rebrand introduces the signature “+” motif across all assets, from office signage and social profiles to email signatures and client credentials – symbolising the fusion of global creativity and local cultural insight. A refreshed website landing page and updated digital touchpoints now carry the Cultural Power banner, underlining the agency’s sharpened focus.

Justin Graham, CEO for APAC at M+C Saatchi Group, said, “While data shows us behaviours, culture reveals the values and tensions behind them. Our Cultural Power framework helps brands tap into that deeper layer – uncovering insights that drive strategy rather than merely validate it. That’s how we create work that’s both impactful and socially and culturally relevant.”

Meanwhile, Lara Hussein, CEO and founder at M+C Saatchi Malaysia, commented, “Cultural Power is not just how we think and work—it’s our lens for understanding audiences and knowing exactly what to say to them. In Malaysia, CP has been the underlying springboard for many of our festive campaigns—from Axiata’s ‘Getaran Story’ to CelcomDigi ‘5 Sekawan.’ This identity refresh cements our commitment to embedding cultural knowledge at every stage, enabling clients to connect on both strategic and human levels.”

Kuala Lumpur, Malaysia – Local creative tech company 3Particle has officially launched XyperReal Stage, a rebranded evolution of the pioneering XR Stage Malaysia—the country’s first extended reality (XR) studio, originally established in 2021. 

Building on its strong foundation and track record in both local and international projects, XyperReal Stage now emerges as a premier virtual production research and innovation centre in Malaysia. 

The 1,000 sqft facility is designed to accelerate the nation’s digital content capabilities and will serve as a central hub for demonstrations, hands-on training, and industry collaboration in the rapidly growing field of virtual production.

Located in the central region of Malaysia, XyperReal Stage brings together world-class LED display systems, advanced camera tracking, and cutting-edge virtual production tools to support film, television, live events, broadcast, immersive experiences, and more.

Through strong partnerships with brands including Brompton Technology, PIXREAL, Mo-Sys, and Macroblock, XyperReal Stage allows 3Particle to not only support on-set production but also design and build fully customised virtual studios and immersive centres—from large-scale display systems down to the micro-level technology such as IC chip drivers. 

Built with a strong commitment to industry development, 3Particle as a Malaysia Digital (MD) status company is also collaborating with Malaysia Digital Economy Corporation (MDEC) to promote awareness, education, and workforce readiness in virtual production. This includes potential programmes to help professionals, students, and businesses gain real-world experience and stay ahead in the evolving digital content landscape.

Carl Loo, founder and owner of 3Particle and XyperReal Stage, said, “We created XyperReal Stage as a space where creative minds can come together to explore the latest technology, learn hands-on, and bring innovative ideas to life. This facility is a step forward for Malaysia’s creative ecosystem, and a platform to help our local talent shine on the global stage.”

Additionally, XyperReal Stage is collaborating with Hussin Khan from EFXCO Academy, a veteran Hollywood VFX artist and certified Unreal Engine instructor, to develop a specialised training pipeline. This initiative will equip local talent with practical skills in real-time rendering, virtual set design, and digital storytelling techniques.

Meanwhile, Anuar Fariz Fadzil, CEO at MDEC, commented, “The launch of XyperReal Stage by 3Particle, a Malaysia Digital (MD) status company, reflects the kind of industry leadership and innovation that will define Malaysia’s future digital economy. At MDEC, we are committed to accelerating the growth of high-value digital industries that create real impact—driving new investments, building a future-ready workforce, and positioning Malaysia as a regional hub for next-generation content creation.”

Kuala Lumpur, Malaysia – Chariot Agency has joined as a partner collaborator for the Selangor International Pickleball Tournament 2025, which happened on May 10-12 and saw elite pickleball players joining from over 10 countries, including the USA, China, Vietnam, India, and the Philippines. 

Organised by the Subang Jaya Pickleball Club and MyPickleball, and sponsored by JW Pacific Express, the event marked a significant step in cementing pickleball’s presence in the region.

Sanctioned and supported by MPP MBSJ, Selangor Pickleball Association, and the Malaysia Pickleball Association, this tournament blended top-tier athleticism with community passion. With Chariot Agency as the Partner Collaborator, the event was elevated with a dynamic brand presence, sharp storytelling, and a regional reach that signals big potential ahead.

Also adding star power to the event were national athletes from across disciplines badminton legends Koo Kien Keat and Chan Peng Soon, footballers Intan Serah and Steffi Sarge Kaur, and field hockey icons Dato’ Mirnawan Nawawi and Keevan Raj underscoring pickleball’s broadening appeal.

Adrian Cheah, managing director of Chariot Agency, said, “Pickleball isn’t just a passing trend. It’s being recognised, taught, and supported by the relevant ministries in Malaysia. The infrastructure is building. The talent is growing. For brands looking to get in early on a sport that offers scale, inclusivity, and strong community roots, this is the time to take it seriously. It’s here to stay.”

As the lead creative agency behind the tournament’s identity and communication strategy, Chariot Agency is firmly positioned at the forefront of pickleball sport advertising in Southeast Asia. With a proven ability to shape narratives and build value around emerging sports, Chariot continues to push boundaries for brands that want to make a meaningful impact.

Kuala Lumpur, Malaysia – Andaman, the first-of-its-kind master-planned island in Penang and Malaysia by Eastern & Oriental Berhad (E&O), has recently embarked on a rebranding journey alongside IMAJEN, with the aim of strengthening the Andaman brand and expanding its name to the international market. 

Set against the allure of island city living in Penang, Andaman is a 760-acre reclaimed development that’s presented as E&O’s boldest vision yet. The island is built upon the acclaimed success of Seri Tanjung Pinang, a coveted affluent address within the city of George Town where over 20 nationalities call home. 

“To elevate Andaman’s presence on the global stage, E&O appointed us as the lead branding agency, entrusting us to shape a notable brand identity that reflects Andaman’s world-class charm and esteemed vision,” the agency recently told MARKETECH APAC.

To lead in communicating this vision, E&O looked to IMAJEN with an 18-month branding agreement. With IMAJEN at the helm of branding Andaman, the agency looks to establish Andaman’s positioning in Penang and raise its value as a world-class destination. These efforts include concept development, key visual design, development of the brand book, website revamp, and art direction.

Through in-depth research, the agency told MARKETECH APAC that they quickly recognised that Andaman would face competitors with similar positioning as “first-of-its-kind” master-planned island developments.

“To set Andaman apart, we delved deeply into its essence, uncovering core values that reflect its unique promise of sustainability, liveability, connectivity, and community,” the agency added.

This then led to a bold repositioning of Andaman as “the most liveable curated island” — a standard of excellence that only E&O, with its legacy of quality and craftsmanship, could truly deliver.

“By highlighting Andaman’s focus on liveability and thoughtful design, we crafted a distinctive identity that resonates more authentically with the target market, setting it apart as an exceptional, world-class destination,” the agency further explained.

Aside from shaping Andaman’s identity, IMAJEN is also currently working on developing the brand direction for the subphases in the island. Each project bears its own distinct offerings and unique lifestyle experience, appealing to different target markets. This includes The Lume – an elegant condominium built on the idea of quiet luxury, and Maris – a sleek waterfront residence in Andaman’s Gurney Green commercial district that targets the younger, aspirational community. 

“We have long admired the E&O Group and their projects,” tells one of the Directors of IMAJEN. “By elevating the Andaman brand, we are hopeful that it will also benefit its subphases and fortify E&O’s name not just in Malaysia, but the rest of the world.” 

Kuala Lumpur, Malaysia – The maritime industry remains one of the most male-dominated fields in the world, with men making up 98% of its workforce. To help change that, the International Maritime Organisation launched International Day for Women in Maritime in 2022, supporting the UN’s Sustainable Development Goal 5: gender equality.

This year, MISC Group is charting a bold new course. ‘Chart Her Course’ goes beyond awareness; it’s a strategic outreach campaign designed to reach people far outside the maritime world. With most career choices shaped before university and driven by emotional impact over logic, MISC Group and their creative partners, Chariot Agency, created an immersive experience built to resonate on a deeper level. One that will open up a new world for young girls and women, inspiring what they could become. 

This installation invites visitors into the lives of three women in maritime: a captain, a fourth engineer, and a deck cadet, all graduates of ALAM, Malaysia’s leading maritime academy and part of the MISC Group. 

Built with Chariot’s tech partners, Farout, and event partners, Tree Seed Management, the activation blends interactive technology, projection mapping, and spatial audio to create an experience that responds in real time. 

“These women have braved everything from typhoons to traditions, and we wanted every part of that to be felt. We built this to bridge the emotional distance between everyday life and the maritime world, using tech and storytelling not just to inform, but to move and inspire” said Christyna Fong, creative director of Chariot Agency.

Running from May 16 to 18 at Muzium Telekom, Chart Her Course is a free public exhibition that invites visitors to experience the lives of these Malaysian women who have carved out careers in one of the world’s most male-dominated industries. Visitors are encouraged to RSVP via the official website at https://idwm2025.miscgroup.com/event to secure their slot and take part in this one-of-a-kind experience.

Kuala Lumpur, Malaysia – KL Wellness City (KLWC), in collaboration with the FAST (Forward Asia Strategic Transformation) movement initiated by Persatuan Usahawan Maju Malaysia (PUMM), hosted an event titled “How Aligning Mind, Body and Soul Can Improve Employee Productivity and Business Profit”, drawing enthusiastic participation from entrepreneurs, business leaders and professionals across industries.

This event is part of a larger national initiative by PUMM, which has been championing entrepreneurial growth for over three decades. As part of its mission to empower SMEs, PUMM will continue to organise events across Klang Valley, Johor Bahru, Penang, Kota Kinabalu and other key states, covering a range of topics relevant to startups, innovators, and growth-stage entrepreneurs.

The session featured a sharing by Dato’ Sri Dr. Vincent Tiew, executive director of KL Wellness City, who emphasised the importance of aligning physical health, mental clarity and emotional wellbeing to unlock peak performance in the workplace. Dato’ Sri Dr. Vincent Tiew, known for his passion for holistic living and dynamic leadership, also shared insights into KLWC’s vision, corporate goals and the many wellness-centric initiatives being implemented to foster a more engaged and resilient workforce. 

Also present was Deputy President of PUMM, Eugene Ng Eng Aik, who reiterated the significance of embedding wellness into the core of business leadership.

The event also highlighted team building efforts and strong inter-departmental collaboration at KLWC, positioning the organisation as a model for how wellness can be embedded into corporate culture.

The event’s open dialogue was moderated by Paresh a/l Subramaniyam, founder & CEO of Engage Life, who facilitated an engaging and insightful discussion between Dato’ Sri Dr Vincent Tiew and Cris Angel, which delved into actionable strategies for balancing personal wellness with entrepreneurial drive, especially in today’s fast-evolving market. The candid exchange resonated strongly with the audience, sparking deeper discussions on how inner alignment directly impacts business outcomes. Cris Angel, founder of Aura Palace, believes that aligning the mind, body and soul is key to long-term business success. She champions a people-first approach, where kindness in business creates a ripple of positive impact in society.

Adding an experiential element to the session was Annie Wong, founder of New York Yoga Wellness, who led a practical and energising segment on office-friendly yoga. Annie shared breathing techniques, stress-reducing relaxation methods and demonstrated simple stretches that can be done while seated in an office chair. Her session emphasised the accessibility of wellness practices in the workplace and encouraged participants to adopt mindful movement as part of their daily routine for better focus, posture, and mental clarity.

Aligned with PUMM’s ongoing commitment to shaping future-ready businesses, this event also echoes the broader goals of the FAST (Forward Asia Strategic Transformation) movement — a regional push to help enterprises evolve in an era driven by artificial intelligence, sustainability and smart automation. As more companies navigate the complexities of the 5th Industrial Revolution, FAST encourages collaboration between business leaders, policymakers and innovation drivers to ensure Malaysian businesses remain relevant, competitive and economically impactful in a rapidly changing global landscape.

The initiative was led by Yens Chong Yen Kai, Organising Chairperson and Initiator of the FAST movement, with a vision to future-proof Malaysia’s business community. While ESG can mean many things, real impact starts with the ‘S’ — Social. It connects Environment and Governance, because people are the real drivers of change. Even in an AI-powered world, it’s human trust, connection and innovation that give progress true meaning. Without genuine human engagement, ESG remains just a concept.

“We believe wellness is no longer a luxury – it’s a necessity for sustained productivity and business excellence,” said Dato’ Sri Dr. Vincent during the closing remarks. “KL Wellness City is proud to lead by example, integrating wellness into everything we do – for our team, our community, and the entrepreneurs we support.”

Kuala Lumpur, Malaysia – CelcomDigi Berhad has announced the appointment of Grey Malaysia as its new brand agency partner.  Grey will be responsible for the overall brand and corporate communication for CelcomDigi, one of Malaysia’s largest telecommunications provider.

The appointment comes after a rigorous selection process which began in Q3 of 2024 and also includes the appointment of GrowthOps and M&C Saatchi. Each of the agencies will support CelcomDigi’s three critical business areas as it moves into its next phase of growth.

Moreover, the new account represents a major win for Grey Malaysia. 

Irene Wong, CEO at Grey Malaysia, said, “With technology so tangibly revolutionising how we do almost everything, we leapt at the chance to work with CelcomDigi.  As a business, we grow through the quality and ambition of our work, and their vision and capability of utilising technology at such scale is really exciting for us.  From the inside out, new tools such as our Ai suite WPP Open is enabling us to adapt faster than ever, opening up whole new ways of optimising our creativity.”

Meanwhile, a CelcomDigi spokesperson said in a statement, “This collaboration comes at an exciting time, as ongoing transformations in digitalisation and emerging technologies continue to reshape our operating model. We are excited to work with our new agency partners to realise our vision of becoming a customer-driven, strategy-led, best-in-class solutions provider.”

Grey has assembled a bespoke agency team, with specific skill sets to work with the new clients. Graham Drew, chief creative officer at Grey Malaysia/Singapore, stated, “As an agency you’re only ever as good as your partners.  The potential to make innovative and meaningful work with a customer-centric organization such as CelcomDigi is massive. As part of the creative process, emerging technologies have very quickly moved from novelty to absolute necessity, CelcomDigi don’t just appreciate that, they are asking for it.”

Kuala Lumpur, Malaysia – Sime Darby Auto Connexion (Auto Connexion), the authorised distributor of Ford, has worked with MBCS to showcase the Ford Ranger’s unparalleled versatility this festive season to reinvent the Malaysian ‘balik kampung’ (returning to hometown) experience.

Tapping into the universally relatable chaos when it comes to retuning home for festive breaks, the ‘Ranger Ready, Raya Steady’ campaign builds on the exciting, hectic, and endearing moments that come from gathering everything that’s needed ahead of journeying to a special celebration with loved ones. 

The campaign leverages upon KOLs Alana and Abbas – a mixed-race couple with a strong presence in the East Cost of Malaysia, and national footballer Intan Serah, to showcase the wide appeal of Ford for families, couples, and those with sporty, performance needs.

Moreover, the campaign also featured engaging on-ground activations at the IOI Puchong roadshow, and a “Cari & Menang Ketupat” (find the Ketupat) challenge on social media.

Noerel Huda Ismail, head of marketing at Sime Darby Auto Connexion – Ford, said, “The Ranger is more than just a vehicle; it’s a dependable companion for Malaysians in all their activities during the festive season. In a true demonstration of joy and bustling Raya celebrations, the versatility of the Ford Ranger can get you through it. We hope all Malaysians get to see the Ford Ranger as the ultimate solution for this seasonal challenge.” 

Meanwhile, Eddy Nazarullah, creative director at MBCS, commented, “Raya is a time of joy and togetherness, but also filled with the commotion of planning. With this, comes the struggle of packing and returning to your hometown with an abundance of gifts and food to show your love to family back home. The very mundane and practical action of packing often becomes an ambitious feat as families challenge themselves to fit everything into their vehicles, and what we want to show is that, when it comes to balik kampung, there’s nothing the Ranger can’t carry.”

Kuala Lumpur, Malaysia – To promote its latest ‘Pizza Ayam Bakar’ offering, Pizza Hut Malaysia recently teamed up with IPG Mediabrands’ Mediabrands Content Studio (MBCS) to launch a new campaign that showcased a classic Ramadan/Raya fare of flame grilled chicken with Pizza Hut’s flare – smoky grilled bazaar flavours on a fully loaded pizza, in a fun twist that’s anything but “biashe-biashe” (ordinary).

Said campaign, in a nod to the smoky flames from the grill, featured the pizza being launched with a smoke projection billboard above a Pizza Hut store in proximity of one of Kuala Lumpur’s most popular Ramadan bazaars, driving traffic towards the outlet.

In addition, an activation at local bazaars and an in-store contest introduced the Pizza Ayam Bakar promotions and an opportunity to win free pizza for those who could say the pizza’s tongue twister of a name in the game “Say My Loaded Name”.

Mun Tuck Wai, executive creative director at MBCS said, “Ramadan/Raya is a time of food and gatherings, and a classic favourite is the ayam bakar – found in every bazaar. But who’s to say that ayam bakar is just for the bazaar? Sending smoke signals is an age-old tradition, and we looked to lure our customers right to our doorstep to experience ayam bakar like never before. A pizza with these flavours needs a launch that’s equally as bold, and we wanted to tickle that curiosity when introducing an ayam bakar that is out of the ordinary.”

Meanwhile, Aileen See, chief marketing officer at Pizza Hut Malaysia said, “At Pizza Hut, we believe that the best flavors are the ones that resonate with our customers’ hearts and taste buds. With the Pizza Ayam Bakar, we’ve worked hard to craft a truly authentic taste experience that reflects the unique flavors of ayam bakar that you’d get from our local bazaars.”

She added, “The MBCS team have integrated this sensory element of smoke that you’d get from the grill into our campaign, blurring the lines between tech, creativity and cultural relevance for an unforgettable campaign. It’s not just about selling pizza; it’s about the celebration of Ramadan/Raya through our shared language of food.”

Kuala Lumpur, Malaysia – Universal McCann (UM) has been appointed as the media agency of record (AOR) in Malaysia for energy drink brand TCP Red Bull Malaysia. The appointment began in March 2025, and is set to run until February 2027. 

UM’s remit includes all media duties such as strategy, planning, buying, research, and data and analytics for TCP Red Bull across Malaysia. This news comes following a competitive pitch review. 

Sue-Anne Lim, chief executive officer at Universal McCann Malaysia, said, “TCP Red Bull Malaysia isn’t just a brand; it’s an icon that embodies the relentless pursuit of innovation, peak performance, and boundless creativity. We are beyond excited to fuel TCP Red Bull Malaysia’s journey with our transformational ‘Full Colour Media’ capabilities, which embraces the differences, uniqueness, and nuance of brands.”

She added, “This partnership marks an electrifying new chapter for TCP Red Bull media strategy in Malaysia, as we aim to amplify its vibrant and adventurous spirit, making an indelible mark on the cultural landscape.”

Meanwhile, Adelene Tay, head of marketing at TCP Red Bull Malaysia, commented, “Red Bull is synonymous with pushing boundaries, embracing bold ideas, and constantly seeking new frontiers. In UM, we’ve found a media partner that not only matches our ambition but also brings a game-changing blend of strategic thinking, sharp insights, and innovative solutions to the table to help us continue to captivate and energise our consumers. Together, we’re looking to propel the TCP Red Bull Malaysia brand to even greater heights.”

This mandate appointment follows UM’s recently launched Full Colour Media, whose approach is designed to lead a renaissance of media in the intelligence era, as it recognises that, in order to truly drive growth and efficacy, and to combat the threat of blandness, brands first need to find their unique, complex and nuanced patterns.