Tag: agency mandate

Kuala Lumpur, Malaysia – Chariot has retained its role as global social media agency for virtual reality (VR) technology brand PICO, following a competitive pitch held earlier this year. The win extends a growing partnership now entering its third year, as PICO continues its push to expand brand influence and deepen engagement across international markets.

The two-way pitch culminated in Chariot securing the renewed mandate for 2025. This marks another significant milestone in a relationship that first began in 2023, when Chariot was selected as PICO’s global social agency for the first time.

As part of the renewed scope, Chariot will continue to lead content planning, community building, and data-driven analysis across PICO’s global social media platforms, including X (formerly Twitter), Instagram, Facebook, and TikTok.

PICO is a VR technology brand established and developed in 2015 by ByteDance, known for pushing boundaries in immersive tech through high-quality content and innovative experiences. In 2025, PICO is set to amplify its presence in key overseas markets such as Germany, the UK, France, Italy, Spain, China, Japan, South Korea, Malaysia, amongst others.

Adrian Cheah, managing director at Chariot, said, “We’ve built a strong foundation of storytelling and community with PICO. The next phase is all about deepening impact. From emerging markets to core territories, our focus is on making PICO’s vision of VR a more immersive and inclusive experience for everyone.”

The renewed partnership reflects a shared ambition to accelerate global visibility for PICO, and to solidify its role as a leader in shaping the future of virtual reality.

Kuala Lumpur, Malaysia – Sticky Rice, a social-first agency under Trapper Group, has achieved two significant wins: the regional social media mandates for Kia APAC, the automotive brand represented by their master agency, Innocean Malaysia, and Emborg, a food company. 

The agency has been entrusted with providing a comprehensive suite of social media services for both brands across the ASEAN region. These strategic victories highlight Sticky Rice’s proficiency in delivering innovative, data-driven social media solutions that foster brand growth and enhance audience engagement across the diverse cultures and countries within ASEAN.

The regional wins with Kia and Emborg highlight Sticky Rice’s ability to adapt to diverse industries, from automotive to FMCG, across a variety of different countries in Asia, while maintaining a relentless focus on storytelling and audience connection.  

Janice Wee, business growth director at Sticky Rice, said, “Social media isn’t just about posting content—it’s about sparking conversations, building communities, and turning engagement into tangible results. Kia APAC and Emborg represent two very different but equally exciting challenges. For Kia APAC, we’ll be leveraging social to amplify their innovation in mobility, while for Emborg, we’re crafting a strategy that highlights their dairy expertise, wide portfolio of quality and nutritious products, and how these products make everyday cooking tastier and easier for families. Tackling the nuances of consumers in Malaysia and across the ASEAN markets is an exciting challenge and our team thrives on this kind of variety, proving that a tailored, insight-led, data-driven approach always wins.”  

She added, “Winning Kia APAC and Emborg isn’t just a milestone—it’s validation that our social-first philosophy works. Brands today need more than a content calendar; they need a partner who understands the algorithms, the audience psychology, and the art of turning engagement into loyalty. That’s where we excel. And this is just the beginning—we’re ready to engineer growth for every bold brand seeking to dominate social.”

Kuala Lumpur, Malaysia – WEBQLO has been appointed for a one-year contract to lead the social media strategy for Malaysia Airports.  This engagement aims to enhance Malaysia Airports’ digital presence, transforming the traveler experience through cutting-edge social media initiatives. 

The appointment follows a highly competitive pitch process, solidifying WEBQLO’s expertise and its innovative approach to audience engagement.

WEBQLO’s data-driven strategy focuses on AI-powered insights, personalized content, and emerging platform integration to better engage Malaysia Airports’ diverse traveler demographics. By managing their social media presence, the agency will build a dynamic online community, highlight airport developments, and promote seamless travel experiences. 

At the core of this collaboration is WEBQLO’s 360 AI Marketing Analytics SaaS, powered by its proprietary Adqlo platform. This AI-driven tool enables WEBQLO to conduct advanced social listening, identify key industry trends, and craft highly targeted content. 

By analysing real-time traveller concerns and emerging themes, WEBQLO ensures Malaysia Airports’ social media channels remain relevant, engaging, and informative. 

Ginz Ooi, founder and CEO of WEBQLO, said, “Our team is thrilled to spearhead Malaysia Airports’ social media transformation, leveraging data insights to create highly engaging content to elevate the brand’s presence. With a strong mix of storytelling and AI-driven insights, we aim to create impactful, real-time content that  resonates with travellers while showcasing Malaysia Airports’ commitment to innovation.” 

It is worth noting that the news follows the privatisation of Malaysia Airports through a consortium composed of Malaysia’s sovereign wealth fund Khazanah and BlackRock’s Global Infrastructure Partners. Said consortium secured an 84.1% stake in the company, with Malaysia Airport officially delisting after 25 years.

The privatisation of Malaysia Airport has been aimed at improving the airport’s infrastructure and management systems, as well as addressing long-standing concerns related to maintenance, efficiency, and competitiveness.

Hong Kong – Montieth SPRG, a global marketing communications and PR agency under Montieth & Company, has been appointed as ASUS’ public relations and corporate communications agency.

Montieth SPRG was selected after a thorough evaluation process that assessed the agency’s credentials, track record, industry expertise, and experience in delivering integrated communications services.

In this role, the agency will collaborate closely with ASUS to design and implement a comprehensive PR strategy, focusing on corporate messaging and boosting visibility among key stakeholders.

Montieth SPRG will also work with ASUS Corporate Communications to enhance the company’s global narrative, using technology and data-driven insights to improve communications strategies and media relations.

Montieth Illingworth, co-CEO and founder of Montieth SPRG, said, “We believe this partnership will amplify ASUS’ impact and drive meaningful conversations about the future of technology. ASUS is at the forefront of technological innovation, and our team is committed to providing strategic corporate communications advisory services that enhance ASUS’ narrative and strengthen its presence internationally.”

Australia – After a competitive tender process, Universal McCann (UM), a division of Mediabrands Australia, has secured its reappointment as the Australian Government’s Master Media Agency, continuing its long-standing partnership since 2018.

Under the renewed partnership, UM will oversee media strategy, planning, and buying across all channels as part of the Australian Government’s comprehensive media arrangement.

The Australian Government’s master media contract designates UM as its sole, top-tier media partner. The agreement, with an initial four-year term and an option to extend for an additional four years, will take effect in October, pending the execution of a new contract.

Anathea Ruys, CEO of UM, said, “I’m delighted UM and its team get to continue the great work we have delivered for the Australian Government over the last 6 years following the rigorous 6-month pitch process. Working with the Australian government is a privilege. It is also a responsibility that we take very seriously, knowing the campaigns we create, from awareness through to behavioural change, really do save lives and help improve the country every day.”

Meanwhile, Brett Elliott, managing director for government at UM, shared, “There is no greater accolade than being reappointed to the Australian Government master media contract. We know from experience that it takes broad and deep capabilities, purpose-built technology, and the right culture and respect to meet the complex advertising needs of government.” 

“More than anything, this win is due to the team of stars we have working at UM, from graduates through to seasoned operators who truly understand the nuances of government communications best practices. That expertise has been reflected in the incredible work we have always delivered; being reappointed to the account provides an exciting opportunity to further build on our shared successes,” Elliott added. 

This contract renewal extends UM’s six-year partnership with the Australian Government, during which the agency has led media efforts through two federal elections, a national census, the first referendum in over 20 years, and a once-in-a-century global pandemic.

Jakarta, Indonesia – Moonfolks has won the creative brand duties for Suzuki Indonesia in a multi-agency pitch. The mandate involves a defined scope to support marketing efforts of Suzuki brands in Indonesia, but also engagement on integrated campaigns for specific brands and new product launches from time to time.

Popular brands of Suzuki in Indonesia include Jimny, All New Ertiga Hybrid, New XL 7 Hybrid, Grand Vitara, Baleno, S-Presso, New Ignis, APV, New Carry Pick-up, among others.

Commenting on the win, Harold Donnel Tampubolon, 4W marketing and business strategy director at PT Indomobil Suzuki Sales, said, “Car ownership in Indonesia goes beyond functional needs. Its aspirational, self-actualising and a lifestyle statement. As Suzuki innovates for a more sustainable future, we needed an agency partner that is able to bring our values to life. In Moonfolks, we found a partner that has both strategic and executional skill to understand the Suzuki brand core and make it come to life.”

Meanwhile, Anish Daryani, founder, CEO and president director at Moonfolks, commented, “We’ve been craving to have a strong automobile brand in our portfolio, and we found the answer in Suzuki. As an iconic brand, and a strong pipeline of innovative launches in the months to come, we believe we can give Suzuki the ‘moonshot’ it truly deserves. We are excited and committed to translate content and brand experience to commerce and work with Bapak Harold and his team to create stronger brand love for car buyers in Indonesia.”

According to The Association of Indonesian Automotive Industries (GAIKINDO), Indonesia produced 1,395,717 units of four-wheeled vehicles in the period Jan-Dec 2023. Other data from GAIKINDO suggests that 96.3% of all cars produced in Indonesia were from Japanese manufacturers (2019), signifying the importance of Suzuki within the industry.

Singapore – The Singapore Tourism Board (STB) has appointed luxury and brand technology solutions firm Gusto Collective as its public relations, digital, and social consultancy partner for the China market. 

In this partnership, Gusto Collective will leverage its expertise and extensive experience in destination marketing to actively support the Singapore Tourism Board’s mission of positioning Singapore as a vibrant and inspiring destination, bringing to life its ‘Made in Singapore’ global brand campaign. 

Gusto Collective will introduce fresh perspectives on Singapore’s attractions and experiences, showcasing the city-state’s natural beauty, cultural richness, and emerging status as a thriving innovation and creative centre in Asia. The firm will also work on enhancing Singapore’s standing as a global hub for meetings, incentives, conferences, and exhibitions (MICE) that delivers meaningful business outcomes and impact. 

Speaking on the partnership, Shashin Surti, managing director of Gusto Collective Shanghai, said, “We are thrilled to be partnering with the Singapore Tourism Board to bring Singapore’s vibrant tourism offerings to the China market. This collaboration marks an exciting milestone for both Gusto Collective and the Singapore Tourism Board to shape a dynamic tourism landscape for Singapore in partnership with industry and community stakeholders.”

Andrew Phua, chief representative and executive director of Greater China at STB, added, “China is one of the largest inbound source markets for Singapore, and we have already witnessed an increase in visitor arrivals with the recent visa exemption. This partnership will allow us to continue building a strong presence in China and inspire Chinese travellers to discover how ordinary moments are turned into extraordinary experiences in Singapore.”

Kuala Lumpur, Malaysia – Omnicom Media Group (OMG) agency PHD has won the OPPO media business in several Asian markets, specifically Malaysia, Indonesia, the Philippines, and Bangladesh – following a competitive pitch.

Effective April 1, PHD’s appointment covers OPPO’s online and offline media planning, as well as its strategy and thought leadership processes.

These duties will then be managed out of Malaysia, which is OPPO’s APAC hub, and includes working with the OPPO HQ team in China and other OMG offices to roll out various initiatives and strategies for global markets.

Talking about the appointment, David Soo, managing director, PHD Malaysia, said, “We are proud to have won the OPPO business and this marks a great opportunity for us to work on a leading global technology brand that mirrors PHD’s pursuit of innovation, excellence, and creating work that delights consumers. A crucial part of the win stemmed from the team’s thorough response to the brief as well as the chemistry internally and with the client teams at all levels.”

“Given the broad remit, the win is a huge step up for the team, elevating their exposure and further boosting PHD Malaysia’s quality and ability to take on similar roles in the future,” he added.

Meanwhile, Elly Huang, head of media at OPPO, commented, “We commend PHD Malaysia for their exceptional track record, expertise, and passion for innovation. We are excited to embark on this journey together and push the boundaries of what is possible in this dynamic industry.”

It is also worth noting that this appointment comes shortly after PHD won the OPPO media business in India.

After more than two years since the mandate was first awarded to them, GOVT Singapore has recently announced that Sentosa Development Corporation (SDC) has extended its existing creative and digital mandate with them for three more years. In this extended mandate, part of the agency strategy for the brand as well is working with WE Red Bridge for social and communications consultancy covering the China market.

For our latest Top Story feature, we spoke with Timothy Chan, executive creative director and partner at GOVT Singapore to learn more about this extended mandate, reflections on their past works with SDC, and what this three-year extension means for them as an agency.

Reflecting on past work and the future ahead

One of the key works GOVT Singapore had with Sentosa was its brand refresh, done within a span of six months. In said work, the agency endeavoured to change the tagline from ‘State of Fun’ which has been in use since 2014, to ‘Where discovery never ends’. For GOVT back then, the new brand identity draws inspiration from the island’s many unexpected sights, sounds, and experiences at every turn.

“When we refreshed the Sentosa brand to go from “fun” to “discovery”, it was a pivotal moment. We had one chance to hit the nail on the head, and we’re pretty proud of the end product. More importantly, the brand positioning of ‘Where discovery never ends’ was also a result of intense collaboration between all the agencies and the clients. So it was satisfying to see it come to life,” Chan stated.

Another campaign GOVT Singapore did with Sentosa was ‘SentosaLand’, a fantastical version of the island in the metaverse on Roblox, a popular sandbox game. The experience, launched in part of the brand refresh effort, takes existing elements from its counterpart’s physical attractions and gives them a more fantastical twist.

“One where virtual discoveries led to rewards on the island. Niche as it may seem, we still got 87 million impressions and 5,000 hours of playtime,” he remarked.

When asked why as part of their extended mandate, focus on the Chinese market was taken into consideration, Chan stated, “To be a world-class brand, brand Sentosa needs to be famous globally. So yes, to that end, giving international visitors great experiences is crucial. And of course, this includes visitors from China.”

He further added. “Plus, the time is right to ramp up our efforts too. In February of this year alone, more than 327,000 visitors arrived in Singapore from China. Which is about 96% of pre-COVID levels in 2019. So while other parts of the world are still waiting for Chinese travelers to return, Singapore is well-positioned to capture them. 

On learning curves and demands

For Chan, given that SDC’s status as a world-class destination for visitors globally, marketing a destination brand proved to challenging from the get-go–and that there are three over-compassing learning curves and demands that GOVT Singapore has learned: radical collaboration, stakeholder management, and the work being the proof of a successful agency mandate partnership.

“We’ve always practiced this with all our clients, so SDC is no different. And it’s a formula that works. We spend an unreasonable amount of time building relationships with the entire marketing team, and beyond. It helps us prepare sharper briefs and as a result, better work. Like any organisation, SDC has stakeholders from different backgrounds and demands. Helping our clients manage them is another important ingredient to our partnership. It’s how we can feel like an extension of SDC’s marketing team, instead of just a vendor,” Chan explained.

He added, “When we look back, I’d say that the work has been good, but it can be even better. Especially with the foundations we’ve laid. Single-mindedly, that’s what we’re aiming to do.”

Chan also notes that this renewed mandate must give the agency a rejuvenated vigour to be even better for Sentosa.

“The pitch win was important mentally for the agency. It helped us prove to everyone (and even more so, ourselves) that we’re the right long-term partners for the brand. It was a crucial test for us to pass. But it’s definitely not business as usual now. We’re working on ways to strengthen the relationship, refresh the team, plug the gaps and ultimately, make the work even better. A world-class brand like Sentosa deserves world-class work,” he concluded.

London, UK – Metagenics, the science-based vitamin and supplement company, has appointed integrated global digital marketing business Jellyfish to lead its global media strategy. 

The selection comes after an extensive pitch process that showcased Jellyfish’s expertise across media, creative, data, and technology. With an already strong presence in Asia, Metagenics will leverage the digital agency’s suite of proprietary technology and global scope to drive further brand growth and market expansion. 

Jellyfish will take over the duties of the current incumbent, R/GA, which Metagenics tapped in 2023 to oversee its national creative and strategic duties. 

Metagenics is Jellyfish’s newest addition to its roster of clients, including recognisable brands such as Google, Netflix, Amazon, Bissell, and Uber. 

Speaking on the partnership, Sophie Rasmussen, global CMO at Metagenics, said, “Jellyfish’s unparalleled expertise in navigating the complex currents of global media stood out to us. Their innovative approach aligns perfectly with our vision for expanding our brand’s reach and impact. We’re confident that partnering with Jellyfish will not only elevate our presence in the market but also drive meaningful connections with our audience worldwide.”

Meanwhile, Will Heins, chief solutions officer at Jellyfish, stated, “Metagenics, a forward-thinking brand at the forefront of their industry, is poised to disrupt the market, making them an ideal match for Jellyfish. This partnership presents an exciting opportunity to demonstrate the profound impact of strategic media planning in the health and wellness sector. With a shared dedication to innovation and excellence, we are ready to empower individuals worldwide to prioritise their well-being. Working alongside their exceptionally talented team is both an honour and a delight.