Tag: Branding

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 – Malaysia Airlines has recently announced the launch of its special co-branded livery alongside Manchester United. The launch follows the airlines’ announcement to return its Brisbane routes, as well as increase flight frequencies across the APAC region.

The bespoke livery, now featured on the airline’s flagship A330-300, blends the national pride of Malaysia with Manchester United’s global sporting prestige. With dynamic red lines flowing from the Malaysia flag into the club’s iconic red, the design symbolises harmony, strength, and unity between aviation and sports—two forces that inspire and connect people worldwide.

The unveiling was made even more memorable with the presence of Manchester United legends Dimitar Berbatov, Nemanja Vidić, and Luís Nani who joined the celebrations in Malaysia. 

Datuk Captain Izham Ismail, group managing director of Malaysia Aviation Group (MAG), said, “This marks a bold and exciting new chapter for Malaysia Airlines, as we unite the passion of sport, the spirit of innovation, and the pride of our nation. Our partnership with Manchester United embodies shared values of excellence and global ambition, while the resumption of Brisbane flights and expanded regional connectivity reinforce our strategic focus on growth.”

He added, “With the introduction of lie-flat Business Class seats on our new Boeing 737-10 aircraft, we are redefining the travel experience for our guests. As we continue to elevate our offerings, we remain steadfast in our commitment to reimagining travel through the lens of Malaysian Hospitality, guided by our vision to be among the world’s leading airlines.”

Australia – Bankwest has officially launched a new banking app and website, marking a significant step in its accelerated digital investment strategy. With an ambition to become Australia’s favourite digital bank, the latest upgrades aim to enhance customer experience and expand Bankwest’s presence nationwide.

This launch builds on Bankwest’s transition to a fully digital bank in Western Australia in 2024. The institution is now focused on growing its customer base in Australia’s eastern states, where it has operated as a digital-only bank since 2022. More than half of Bankwest’s customers reside in the eastern states, making this a key market for its expansion strategy.

The new app and website have been developed in close collaboration with customers to create an intuitive digital banking experience. Designed for ease of use, the app helps customers manage their finances effortlessly by offering features such as a refreshed home screen, a dedicated ‘money’ tab for transactions, enhanced search functionality, and a specialised ‘property’ tab for home loan information. Additionally, the app provides 24/7 in-app support to ensure continuous assistance for users.

A major highlight of the upgrade is the introduction of ‘Virtual Cards,’ a feature set to launch soon. This new functionality will allow customers to generate single-use or multi-use, time-limited debit or credit cards, adding an extra layer of security for online and in-store transactions.

In a bid to reinforce its national presence, Bankwest is also preparing to launch a new brand platform and a national marketing campaign in 2025. This campaign will introduce a refreshed identity and value proposition, positioning Bankwest as a leader in Australia’s digital banking sector.

Bankwest Managing Director Jason Chan said the app and website – built by Bankwest teams – were the foundations for a complete reinvention of the bank’s digital offering to customers and brokers across Australia.

“Innovation has been part of Bankwest’s DNA for 130 years, and, today, we have a clear role in the CBA Group as a growth-focused, highly competitive national digital bank, with a fresh and distinctive proposition,” he said.

He added, “Our aim is to create a digital banking experience that truly stands out in the Australian financial services landscape, and which is designed to meet the needs of a growing number of customers and brokers nationwide.”

Jason also noted that they have conducted hundreds of hours of testing with customers and non-customers across Australia and we know there’s a significant segment of the market looking for a simpler, less complicated relationship with their bank.

“These Australians are telling us they want just the right amount of bank in their lives, one that’s working hard behind the scenes to help them manage their money, while they focus their time on what’s important to them,” he said.

Jason concluded, “Our introduction of new technology to help customers tackle scams in 2024 marked the first of a new series of uncomplicated and genuinely useful experiences for customers and there’s much more to come this year.

Singapore – BBDO is entering a new era—one fueled by ambition, creativity, and an unshakable belief that big is not about size, but about mindset. It’s about solving big problems, delivering big results, and partnering with brands that have the boldest ambitions. 

For decades, BBDO has been defined by its methodology ‘The Work, The Work, The Work.’ While that foundation remains, this evolution signals a deeper cultural shift. Do Big Things represents a renewed focus on creativity that challenges expectations, sets new industry standards, and reaffirms the core purpose of advertising: to drive meaningful and big impact.  

Nancy Reyes, CEO at BBDO Worldwide, stated that while people often say advertising is dead, and that being big is bad–big is old, and they believe that it’s small minded to think big is bad.

“At BBDO, we don’t just embrace big—we own it. The world’s biggest problems need bold ideas, fearless storytelling, and brands ready to make an impact. The brands that shape the future don’t think small. They take risks, make noise, and demand creativity that doesn’t just work—but wins. That’s why we’re here. That’s why we Do Big Things,” Reyes stated.

She added, “Big problems demand big strategy and creativity that drive real impact. Big talent thrives in an environment where they are empowered to become their biggest selves. Big brands don’t settle for mediocrity—they challenge and innovate.”

The agency also puts on the spotlight on Asia, stating that Asia is one of the most diverse and fast-evolving markets in the world. As brands scale at an unprecedented pace, they demand creative solutions that are both ambitious and culturally relevant. 

Tze Kiat Tan, CEO at BBDO Asia, said, “Asia isn’t just growing—it’s transforming at a speed unmatched by the rest of the world. Here, creativity must move faster, smarter, and bolder—where ideas don’t just resonate, they redefine industries. ‘Do Big Things’ isn’t just about scale; it’s about fearless innovation, adaptability, and shaping the future of creativity in ways that are both deeply local and powerfully global.”

Meanwhile, Reyes further commented, “This isn’t just a new direction—it’s a movement. A shift in how brands think, create, and connect. At BBDO, ‘Do Big Things’ is more than just a philosophy—it’s our promise. To push harder, think bigger, and transform brands into icons.”

Hong Kong – Oriental Watch Company has unveiled its latest branding campaign, ‘TAKE YOUR TIME with The Timekeepers,’ inviting Hong Kongers to reflect on the beauty and significance of time in a fast-paced city. 

Created by Omelette Digital and produced by 3JBK Production, the campaign spotlights ‘Timekeepers’ who embody the philosophy of ‘Take Your Time’ and excel in long-term dedication. Presented in three online video chapters, it features these inspiring individuals as they share their personal stories of devotion and craftsmanship.

Among the featured individuals is Adonian Chan, a typeface designer who has spent over a decade reimagining Hong Kong’s visual culture. Through meticulous refinement, he has digitised Hong Kong Beiwei Calligraphy, elevating it beyond simple replication. Chan’s work has earned recognition from both local and international experts, with his designs showcased in prominent publications and exhibitions.

“Preserving Hong Kong’s visual culture requires time to study and understand the nuances and to reinterpret them to meet contemporary needs,” Chan said. 

Also featured in the campaign is Timekeeper Vivian Ho, who has been illustrating Hong Kong’s cityscape for over a decade. Despite the rise of artificial intelligence, she firmly believes that true art demands time and meticulous effort to convey individuality. Dedicated to capturing the city’s ever-evolving landscape, Ho hopes her work will inspire others and serve as a reminder to appreciate Hong Kong’s unique beauty.

Rooted in Hong Kong for over 50 years, Oriental Watch Company is also featured as a Timekeeper, dedicated to crafting exquisite timepieces. In the brand video, Mr. Lam and Master Liu, with 20 and 40 years at the company, reflect on the lasting friendships they’ve built and how watches symbolise cherished moments like birthdays, graduations, and anniversaries.

Anthony Tsang, head of marketing and digital for the Greater China Region at Oriental Watch Company, said, “Oriental Watch Company has been a part of countless customers’ life journeys since 1961, forming irreplaceable bonds along the way. Our goal with this campaign is to encourage all of us to continue moving at our own pace and master one pursuit with a pure intention, just as the minute and second hands of a watch do amidst the currents of time.”

Omelette Digital’s media strategy amplifies the campaign through TVC, OOH, digital, and social media, collaborating with a range of local influencers and independent platforms. Notable partners include Hong Kong Reminiscence (香港遺美), Being Hong Kong (就係香港), SUCH/ by Suchfilms, and Citywording (都市字治學), all of which are celebrated for their passion and dedication to preserving Hong Kong’s unique culture.

“In an age captivated by speed, our Timekeepers stand as true rebels. We take great pleasure in sharing their stories through the lens of time. We sincerely hope that this ‘Take Your Time’ spirit inspires more Hong Kongers to pause and breathe every now and then,” said Andrea Choi, creative director of Omelette Digital.

“AI is bringing creation to a whole new level where it is faster and easier than ever. In this campaign, however, we want to emphasise the importance of long-term commitment from “Timekeepers” in every industry, who place unwavering stare to excellence despite the world’s obsession with efficiency,” added Jarvis Wong, partner of Omelette Digital.

India – Rockit, the new-age energy beverage founded by Vedant Garg, has teamed up with design agency Stratedgy to debut its bold new packaging—shifting away from machismo-driven branding to embrace a vibrant, inclusive, and positive aesthetic.

Rockit’s packaging embodies a bold vision, featuring vibrant colours, playful designs, and a commitment to inclusivity—celebrating speed, ambition, and positivity in every detail.

The brand’s fresh look signals a bold departure from the grungy designs, aggressive branding, and testosterone-driven narratives that have long defined the energy drink category. It aims to disrupt the traditional energy drink market by providing a refreshing alternative to the cluttered, hyper-edgy designs in the market. 

Rockit’s packaging embodies a bold vision, featuring vibrant colours, playful designs, and a commitment to inclusivity—celebrating speed, ambition, and positivity in every detail.

Commenting on the look, Kruti Berawala, co-founder at Stratedgy, said, “We wanted to create something truly different in this category. Rockit isn’t just another energy drink—it’s a statement: a brand for anyone chasing momentum, breaking stereotypes, and redefining what energy means in India. It is inclusive, approachable, and free from the heavy-handed machismo often seen in this space.”

Backed by Sauce.vc with an initial investment of ₹6 crores and supported by Rannvijay Singh as both investor and brand ambassador, Rockit aims to cut through the clutter and redefine energy for Indian consumers.

Neelesh Patodi, CEO at Rockit, commented, “The beverage industry in India has seen tremendous growth, and more so in energy drinks. It is poised to further grow 3X in the next 3 years. We are confident that with our right mix of product, taste, design, and distribution first approach, we will create the fastest-growing beverage business in India.”

“With Rannvijay as the brand ambassador and Sauce.vc as our partner, together we make a perfect team to create a refreshing alternative to existing options that will align with the new India. We look forward to winning the trust of our consumers with our commitment to quality and affordability,” Patodi added. 

Kuala Lumpur, Malaysia – The Ministry of Entrepreneur and Cooperatives Development (MECD) and SME Corp. Malaysia have recently teamed up to launch the book ‘Do Your Own Branding (DYOB)’ aimed at helping MSMEs in Malaysia strengthen and build their brands. 

The guide offers practical insights into developing brand identities, including strategies for naming, logo creation, and implementing sustainable branding systems. It also highlights success stories from small and medium enterprises (PMKS) that have excelled in branding, serving as an essential resource to empower local businesses and support their global growth.

Entrepreneur Development and Cooperatives Minister Datuk Ewon Benedick introduced a new website for the National Mark of Malaysian Brand (NMMB) Programme. This platform provides accessible information for PMKS interested in participating in the certification programme. 

The NMMB recognises companies that meet stringent quality standards, facilitating their entry into regional and international markets. This initiative aligns with SME Corp. Malaysia’s Business Strategic Plan, which prioritizes PMKS internationalization.

During his address, Ewon emphasized branding’s critical role in Malaysia’s trade-oriented economy. 

“Branding is essential for adding value, differentiating products and services, and maintaining global competitiveness. KUSKOP remains dedicated to supporting PMKS through initiatives such as increasing their export contributions to 15% of national exports by 2025,” he stated.

Meanwhile, Tan Sri Bernard Giluk Dompok, Chairman of SME Corp Malaysia, highlighted that branding enhances business competitiveness, describing a brand as “not just an identifier but a symbol of trust and quality.” He noted the forum as a platform for elevating Malaysian brands to gain global recognition and respect.

Rizal bin Datuk Nainy, CEO of SME Corp Malaysia, elaborated that the DYOB guidebook is part of the agency’s comprehensive branding efforts, which include the NMMB Programme. Since its inception in 2009, the NMMB has certified 177 companies for their exceptional quality, excellence, and distinction.

Hong Kong – PURE Group has appointed London-based agency Bloodstream as its lead partner for brand marketing, strategy, and advertising, tasked with enhancing the identity of its premium lifestyle brand across Asia.

In this role, bloodstream will refine PURE’s vision, mission, and brand personality, develop a bold 2025 campaign, and elevate PURE’s app and websites to new heights.

In a LinkedIn post, Marc Scott, founder and creative director at bloodstream, said, “So happy to be back working with PURE—the best fitness and lifestyle brand in Asia bar none! ”

Gary Wise, founder and strategy director at bloodstream, also commented, “So happy with this news! Not only a massive milestone in the life of bloodstream, but a huge personal joy for me—working with a brand and team that I love! PURE Group.”

Founded in 2002 and headquartered in Hong Kong, PURE Group has become a premier destination for premium gyms, yoga studios, pilates, and healthy cafes. Dedicated to promoting healthier, happier lifestyles, PURE Group’s renowned brands include PURE Yoga, PURE Fitness, PURE Pilates, PURE Nutrition, nood food, and FUZE.

PURE Group operates locations across Hong Kong, Shanghai, Beijing, and Singapore.

Colin Grant, founder and chairman of PURE, shared, “Excited to have bloodstream on board to bring PURE’s vision to life. Their great strategic thinking and creative skills will be a big boost for the brand as we grow.”

London, United Kingdom – Digital marketing business Jellyfish has announced a partnership with Japan Airlines to create an entirely new look and feel for the brand. For this partnership, Jellyfish worked alongside the airline’s international marketing team to develop a new graphic system that expands the power and flexibility of the brand’s visual identity for audiences outside of Japan. 

Inspired by the brand’s future direction, and with a brief to align its tradition and unique culture, Jellyfish was responsible for creating an updated tone of voice reflecting Japan Airlines’ commitment to providing exceptional experiences, reliability and Japanese hospitality.

Jellyfish also made an entirely new design system for the airline comprising different graphic elements that make brand assets distinctive and memorable – including the introduction of the Japan Airlines dot pattern, inspired by the Japanese flag and Japan Airlines’ iconic logo. As a mnemonic device, the patterns offer a memorable cue for the brand and create a sense of movement through a series of dots that can scale and adapt in infinite ways. 

The dynamic patterns can stand on their own, overlay onto simple backgrounds and imagery – and act as a graphic device to transition between imagery, text, color and video. There is also a logo lockup update to ensure consistent use and fit for digital applications, whilst retaining its heritage

The elevated brand image also features new approach to typography including a new brand typeface, Aksen, inspired by the dynamic curves of the Tsurumaru, Japan Airlines’ iconic logo. Its swooping forms and wide stance evoke both the golden age of jet travel and a focus on a positive future

Lastly, the introduction of new iconography and illustration that complements and aligns with Japanese culture, inspired by the curves of the crane, as well as the variation of the thick and thin strokes present in brush calligraphy.

Minako Kent, international marketing MD at Japan Airlines, says, “Tradition and culture lie at the heart of our ethos, and we also recognize the importance of delivering a fresh, consistent look-and-feel for our customers across all channels and regions. We partnered with Jellyfish because of their agility and one-stop service in media, data, tech, and creativity — they fully understand the needs of brands in today’s world. Because of this, we’ve been able to reimagine our whole visual identity to create a world-class omnichannel experience befitting our iconic brand.”

Meanwhile, Michael Walsh Kirwan, VP creative at Jellyfish, commented, “Japan Airlines came to us with a significant challenge – to breathe new life into a storied brand that was due a refresh across global markets. We’ve created an entirely new visual identity that ushers in a new era of modernity, flexibility and dynamism for the brand, and we’re excited to see it rolled out on an international scale”.

Lastly, David Heasty, design lead comments, “Collaborating with Japan Airlines on the redesign of their visual identity was a dream project. Each design element was carefully crafted to honor the legacy of Japan Airlines while infusing it with a fresh, contemporary energy that speaks to the spirit of innovation that is so core to the brand’s ethos. We embraced the challenge of reimagining the airline’s visual identity and exploring new possibilities to create something truly timeless.”

Singapore – Strategic marketing and brand consultancy Flying Fish Lab has announced new appointments namely Alim and Wenjie Cai as senior catalysts, as well as making significant strides in its global expansion. 

Alim brings an extensive background that started in Research Agencies, before transitioning to the client side in Consumer Research and later in Brand Management. Wenjie has a solid FMCG Marketing background, to which he then added a robust number of years working in Marketing capability, in the consulting industry. 

These new senior talents will play a key role in enhancing Flying Fish Lab’s capabilities and boosting its ability to further speed up growth. 

In addition to bolstering its leadership team and client roster, Flying Fish Lab is making significant strides in its global expansion. The company has recently entered the European market, with offices in Lisbon, Paris and Milan, and is planning to expand into the Gulf countries next, reflecting its intention to better support the needs of its growing and geographically dispersed client base. 

Mário Braz de Matos, co-founder and CEO of Flying Fish Lab, said, “Alim and Wenjie are the sort of talent that strengthen our team’s ability to deliver Controlled Disruption to clients. Their significant experience complements the current leadership team, and their values align with our mission to help companies grow using ‘Controlled Disruption’.”

He added, “These exciting changes reflect our ongoing commitment scale in a way that stays true to our values, delivering to our clients without compromising on quality standards. Our new leadership team, strategic client acquisitions, and global expansion are all part of our broader vision to drive ‘Controlled Disruption’ and help deliver transformative results for clients. We are poised for an exciting future and look forward to the continued success of our clients and team.”