PayNet appoints Chariot Agency to lead brand positioning, comms strategy

Kuala Lumpur, Malaysia – Payments Network Malaysia (PayNet), the country’s central payment infrastructure provider, has appointed independent creative agency Chariot to lead its brand positioning and communications strategy. The collaboration marks a significant shift for PayNet, which will for the first time establish a masterbrand platform alongside an integrated communications programme.

Chariot’s appointment comes as PayNet aims to elevate its brand presence beyond individual services like DuitNow, JomPAY, and Malaysia’s real-time retail payment systems. The agency will be tasked with repositioning PayNet as a key enabler of the nation’s digital economy and a champion of financial inclusion.

The campaign work begins immediately, with the first wave of communications slated for launch in the fourth quarter of 2025.

“PayNet isn’t a product with a price tag. It’s the infrastructure behind a country-wide shift in how people live, work, and spend,” said Jarrod Reginald, executive creative director at Chariot. “That kind of brief deserves more than a campaign. It needs a clear strategic lens, and close collaboration to get right – something we’re excited to sink our teeth into.”

For Chariot, the win reflects growing demand for strategic creative work that delivers both purpose and impact. The agency will oversee the initiative from strategy through to execution, taking the creative lead on PayNet’s refreshed brand narrative.

The agency mandate announcement follows the recent appointment of Daphne Lourdes as PayNet’s director of product and partner marketing. In an exclusive interview with MARKETECH APAC, she stated that she is eager and energised to do her part in empowering Malaysia’s digital economy.

“As director of product and partner marketing, I will be leading a team in planning and implementing strategic marketing initiatives to drive PayNet’s products’ brand awareness, adoption and growth together with our partners, through joint marketing plans and co-branded initiatives,” she said.