The appointment highlights the growing confidence brands are placing in independent agencies that offer agile thinking, local market understanding and culturally relevant storytelling. 

This also reflects a broader shift in the financial services sector, where marketers are increasingly looking beyond traditional agency networks for creative partners.

Moving forward, Chariot will work alongside CIMB’s brand team to develop creative campaigns that better reflect how people across Malaysia and the wider ASEAN region experience wealth, progress and everyday life.

For Chariot, the win represents a major milestone since the agency was established in 2021, with the firm stating that its entrepreneurial approach and focus on authentic, locally grounded storytelling helped differentiate it during the pitch process.

Adrian Cheah, Managing Director at Chariot, described the appointment as a defining moment for the agency.

“This is a defining moment for Chariot and a testament to what independent agencies can achieve when a client values agility over legacy corporate structures. CIMB is an institution that moves at the speed of ASEAN’s ambitions. Because we are independent, we share that exact same entrepreneurial DNA,” explained Cheah. 

“We understand the grit it takes to build something from the ground up in these markets. We aren’t looking to deliver safe, predictable banking ads; we are here to do the most audacious work of our careers by capturing how people in this region actually interact with wealth and progress,” added Cheah. 

The appointment further strengthens Chariot’s position in Malaysia’s creative industry while signalling growing opportunities for independent agencies to compete for major brand mandates traditionally dominated by global agency networks.

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The campaign marks the next chapter of CIMB’s brand evolution by reinforcing its commitment to advancing customers and society, which highlights the bank’s role in supporting personal ambitions, business growth, financial security, and stronger communities. 

Rolling out across all ASEAN markets where CIMB operates, ‘Moving You Forward’ serves as a unified brand platform that aligns the group’s purpose, culture, and customer experience under one regional direction while being adapted to local markets to maintain a consistent brand identity across the region. 

As part of the campaign rollout, CIMB is launching a series of executions across social media, digital out-of-home, traditional out-of-home advertising, a regional brand film, MRT wall installations, and on-ground and social activations to bring the platform to life.

Toni Darusman, Group Chief Brand and Marketing Officer at CIMB, shared that the campaign reflects the bank’s ambition to become a trusted partner that helps people across ASEAN move forward with confidence.

“At CIMB, there is a clear vision that guides everything we do, and that is to be the bank that advances the ambitions of people across ASEAN. Our ambition goes beyond banking alone; it is rooted in the belief that real, meaningful progress happens when business and society move forward together,” said Darusman. 

“‘Moving You Forward’ reflects how we are bringing our purpose of advancing customers and society to life in a more meaningful and impactful way,” added Darusman. 

Alongside the campaign launch, CIMB also hosted its inaugural CIMB Advancing Societies 2026 – Recognising Impactful Partners event, celebrating organisations and individuals creating positive social impact across ASEAN.

The initiative recognised 11 NGOs, community partners and social advocates from Malaysia, Singapore, Indonesia and the Philippines for their contributions to improving livelihoods, expanding access to education, protecting the environment and supporting underserved communities. 

Ahmad Shahriman Mohd Shariff, CEO of CIMB Foundation and CIMB Islamic explained, “Real progress is not defined by programs or numbers alone, it is seen in how lives have improved, opportunities are created and the confidence communities gain to move forward. Across ASEAN, we are seeing individuals and organizations doing exactly that, often in ways that are deeply local but with impact that can be felt far beyond their communities.”

“We are proud to celebrate these individuals and organizations whose efforts are creating meaningful impact on the ground. Their work demonstrates what can be achieved when purpose is translated into action, creating lasting impact for communities,” added Shariff. 

Together, the campaign and recognition programme reinforce CIMB’s broader strategy of positioning its brand around long-term progress, demonstrating how banking can create lasting value for individuals, businesses and society across the region.

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The partnership aims to address gaps in access to credit in Vietnam, where many adults hold digital accounts but remain underserved in terms of lending options. Through the collaboration, Tala and CIMB will also introduce a digital line of credit designed for eligible customers seeking short-term financing for permitted consumption purposes.

Under the agreement, eligible customers will be able to access credit limits of up to VND 30 million through Tala’s mobile application. Each drawdown carries a tenor of up to 61 days, with borrowers able to select repayment dates that align with their financial circumstances. Customers may also repay loans early without incurring additional fees. The registration, approval, and disbursement processes are conducted entirely through the Tala app.

Commenting on the partnership, Shivani Siroya, CEO and founder of Tala, said, “We’re proud to partner with CIMB, one of the most respected banks in Vietnam, to provide safe, affordable credit to many people who don’t have access. Tala’s state-of-the-art proprietary technology combined with award-winning customer service makes us uniquely qualified to meet the financial needs of underserved Vietnamese.”

Steven Truong, general manager of Tala, also said, “I’ve seen first-hand the frustration and struggles of the lack of good credit options for everyday Vietnamese. The partnership with CIMB will enable us to reach the underbanked with our app and continue to fulfill Tala’s mission.”

Moreover, CIMB will provide banking infrastructure, regulatory expertise, and local market knowledge, while Tala contributes its credit technology and experience in serving underbanked communities. According to the companies, the collaboration is intended to offer customers a streamlined digital experience when accessing financial services.

Le Hien Trang, head of partnership and strategic growth at CIMB Vietnam, also commented, “We expect to expand customers’ access to digital financial services, enabling them to proactively and easily achieve their personal financial goals with financial leverage from the collaborative product between Tala and CIMB.”

Tala, which is headquartered in the United States, reported that it has served more than 13 million customers globally and has disbursed approximately US$7 billion across three continents over the past decade. Vietnam marks the company’s latest expansion in Asia. Tala has operated in the Philippines for eight years, where it has disbursed around US$2 billion to four million customers.

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The campaign introduces a comprehensive travel proposition, going beyond the typical one-off travel promotions often seen at events like Matta Fair. Instead, CIMB is pushing a more integrated experience that includes chances to win dream vacations simply by saving or investing with CIMB’s products and services.

“Travel should ignite wonder, not stress and at CIMB we’re committed to making that happen,” said Toni Darusman, group chief brand & marketing officer at CIMB. “‘Travel Made Possible’ is our promise to remove those barriers. Every fee, every worry, every what‑if is nullified, so all our customers need to think about is where they want to go next and with CIMB, Kita Bagi Jadi.”

The campaign’s central concept is brought to life through a whimsical narrative featuring talking travel items such as luggage, passports, and boarding passes. These animated objects voice common anxieties faced by travellers—only to be answered with encouragement to take the plunge. The storytelling also ties into CIMB’s broader social movement, Kita Bagi Jadi (“We Make It Happen”), which aims to inspire optimism and action among Malaysians.

“We built this proposition with one guiding question: how do we turn ‘I wish I could…’ into ‘I’m on my way’?” said Suraiya Abdul Samad, head of consumer marcomm at CIMB. “By speaking directly to the feelings of anticipation and hesitation, we’ve created more than a campaign. We’ve created a companion for every journey so our customers can turn their travel dreams into reality.”

The campaign was developed in collaboration with creative agency The Clan. Martin Wong, copywriter at The Clan, shared, “As a frequent traveller, I’ve had moments where the desire to get away just takes over, but life—its routines, responsibilities, and reasons—always gets in the way. We realised that so many people feel this too: not a lack of want, but a lack of push. And that’s where the spirit of Kita Bagi Jadi came in.”

Rachel Joyce, senior art director at The Clan, added, “We took that relatable travel urge and gave it a quirky twist by putting those inner travel voices into everyday objects. Instead of just telling people to travel, we let their desire do the talking (literally!) Sometimes, all it takes is a chatty luggage to push you to finally book that trip.”

Production for the campaign was handled by Directors Think Tank, with Maurice Noone serving as film director.

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Effendy has however agreed to remain as an advisor to the group CEO until the end of June 2025, in order to facilitate a smooth and orderly leadership transition.

“Effendy is a highly respected banker and we are sad to see him go. The Board and Management wish him the best, and we appreciate his loyalty and commitment to the group over the last 20 years.” said Novan Amirudin, group chief executive officer at CIMB Group.

Effendy has spent the last 20 years at CIMB, leading numerous business units at the banking Group. Beginning his CIMB career in investment banking, Effendy then took on leadership positions that saw him building out the marketing and communications discipline at CIMB, reorganising its proprietary investments and asset management practices, turning around its commercial bank, building its digital business portfolio and to most recently, running its key customer franchise, the consumer bank. 

He is also credited with driving the nation’s cashless agenda, conceptualising and executing the Touch n’ Go eWallet joint venture between CIMB’s subsidiary, Touch n’ Go and China’s Ant Group.

Meanwhile, Haniz Nazlan, who joined CIMB in 2021 as group chief strategy officer, has been appointed CEO of group consumer banking. Haniz has played a key role in driving major initiatives, including the Forward 23+ Strategic Plan, the transformation of CIMB Cambodia, and the Group’s re-entry into the securities business. With over 18 years of experience in corporate strategy and asset management, Haniz brings expertise from leadership roles at Permodalan Nasional Berhad and Lembaga Tabung Angkatan Tentera.

Gurdip Singh Sidhu will take charge of CIMB’s digital businesses, including Touch ‘n Go, CIMB Philippines, and CIMB Vietnam, alongside his responsibilities as CEO of CIMB Malaysia and CIMB Bank Berhad. With 18 years of experience at CIMB, Gurdip will focus on enhancing operating resiliency, innovation, and strategic growth across the Group’s digital assets.

Khairul Rifaie will expand his responsibilities to include group chief strategy officer, in addition to his current role as group chief financial officer. As group chief financial & strategy officer, Khairul will lead the development of CIMB’s strategic roadmap, balancing growth opportunities and operational efficiency. His career spans roles at KPMG London, Goldman Sachs, and UBS Malaysia before joining CIMB Group.

Victor Lee Meng Teck has been named CEO of growth markets, overseeing CIMB Singapore and CIMB Cambodia. Victor’s leadership in CIMB Singapore has been marked by a successful turnaround through strategic restructuring and cultural transformation. With over 25 years of banking experience, he is well-equipped to drive growth in key markets.

CIMB also announced the appointment of Ros Aziah Mohd Yusoff, currently the group chief technology officer, to the CIMB Group Executive Committee, and the re-designation of Animesh Mukherjee from group chief human resources officer to group chief people officer, reporting directly to the group CEO.

“The new organisation structure reflects CIMB’s purpose, strengthens our leadership bench, and consolidates related roles to enhance synergies across the Group. It is designed to enable greater focus and accountability as we advance the Group’s strategic priorities into the next strategy cycle while ensuring operational resiliency,” Novan said.

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According to a Reuters report, two unnamed sources revealed that Singapore-based OCBC and Malaysia’s CIMB have submitted non-binding offers for the stake held by Australian lender ANZ and Indonesia’s Gunawan family, the founders of Jakarta-listed Panin Bank in 1971. 

This development comes after Reuters reported in October that ANZ and the Gunawan family were considering selling their combined controlling stake in the bank, where they hold significant ownership.

The Gunawan family, which currently owns 46.52% of Panin Bank, is reportedly open to reducing its stake and relinquishing control of the bank. According to three anonymous sources cited by Reuters, this move aligns with ANZ’s long-standing efforts to exit its investment in Panin Bank, which have been hindered by ongoing valuation concerns.

ANZ currently holds a 39.22% stake in Panin Bank, while the Gunawan family owns 46.52%, according to London Stock Exchange Group (LSEG) data. Together, their combined controlling stake is valued at approximately $2.4b, based on Monday’s closing price of 1,900 rupiah ($0.1197) per share, LSEG data reveals.

The reported sale has attracted interest from major Southeast Asian banks, including OCBC and CIMB, as they compete for control of a bank with a diverse portfolio spanning consumer financing to private wealth, as well as a strong foothold in the fast-growing Indonesian market.

According to Reuters, Panin Bank’s shares surged by nearly 9% on Tuesday, with a 7.9% increase to 2,050 rupiah each at the midday break. Additionally, LSEG data revealed that the bank’s shares have risen 58.3% year-to-date, bringing its total market value to $2.84b.

The sources, speaking on condition of anonymity due to the confidential nature of the deal, confirmed that non-binding bids for the stake are expected by the end of this month.

On Tuesday, LSEG data showed that Panin Bank was trading at a price-to-book ratio of 0.88, in line with peers like Bank CIMB Niaga and Bank Permata, which had ratios of 0.88 and 0.86, respectively. However, it was higher than Bank OCBC NISP’s ratio of 0.78 and Bank Maybank Indonesia’s 0.56.

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BBDO Singapore shared that it was tasked to push CIMB forward as more than just a trusted bank, but as one of the most preferred banks in Singapore. CIMB wanted to give the bank an edge that will entice without compromising its core values and services.

As part of the new brand direction campaign, BBDO has teamed up with production house, BDA, to execute two brand films, which were designed to resonate with prospective and existing customers which launched on 13th January 2022.

The first brand film features what happens when you break free from the rut of inefficient banking habits. It centers around a jovial CIMB protagonist – dressed in the signature red hues of CIMB – who inspires frustrated banking customers with the power of CIMB. To display this significant consumer epiphany, the film applies a dynamic transition that shows a ‘burst of life’.

Meanwhile, the second film aims to offer a change of pace for a different target demographic, which is the customers of CIMB’s priority banking service, CIMB Preferred.

Victor Lee, CIMB Singapore’s CEO, said, “Focusing on customer centricity and placing customers first – at the heart of everything we do, we aim to build a high-performing sustainable organization that will help advance both customers and society.”

Guan Hin Tay, BBDO Singapore’s chief creative officer, shared that in creating the campaign, they had to balance the execution by creating informative yet intriguing content to cover an extensive scope of key points while giving CIMB a strong brand personality that stands out from the clutter. 

“Throughout the content, the central protagonist – a character who exists in the same ‘CIMB world’ – lives a premium lifestyle while breaking the fourth wall, literally walking across frame borders to travel from one destination to another,” said Tay.

To complement these brand films, BBDO has also conceptualized several other deliverables to promote the ‘Break free, bank differently’ narrative in January 2022, including thematic key posters, disruptive vertical videos on social media, and interactive OOH advertisements that guided viewers to CIMB’s new outlet at CIMB Plaza, 30 Raffles Place in Singapore. In addition, the CIMB Preferred campaign will follow and is set to launch in March 2022.

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Said financial assistance is in line with Malaysia’s ‘Pemerkasa Plus’ aid package announced by the national government. 

Those who are eligible for the financial assistance include customers who experienced loss of employment and those recipients of either of its pre-existing services the Bantuan Sara Hidup (BSH) or Bantuan Prihatin Rakyat (BPR). Part of assistance are also microenterprises with borrowings of up to RM150k, and SMEs whose operations have been halted due to the current MCO.

Currently, there are two options: a moratorium for three months; or a reduction of monthly installments by 50% for six months.

The affected borrowers are only required to select one preferred option with the approval to be automatically provided, but still subject to meeting the criteria mentioned. 

Alongside this, individual customers who have experienced any decline in income are also able to benefit from reduced monthly instalment payments, while all other affected borrowers can also reach out to the bank to consider restructuring and rescheduling financing solutions.

“CIMB would like to reassure our customers that we remain committed to provide support during this challenging period. The expanded financial relief assistance offered to our affected customers is to help them stay resilient given the prolonged challenges. We have ensured a convenient and simple process for our customers to choose a payment relief programme, suited to them,” said Dato’ Abdul Rahman Ahmad, group chief executive officer at CIMB Group.

To date, CIMB has processed around 165,000 financial relief applications for individual and business borrowers in Malaysia, amounting to more than RM22 billion, with an approval rate of virtually 100%.

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Aptly titled “Breadwinner”, the video centers between an interaction of a mother and her “breadwinner” son. The mother opens up the conversation, asking the son as to when his 13th month pay will arrive, as it will be used to spend on Christmas essentials.

However, the question was responded with silence, as the “breadwinner” son refuses to open up to her mother on what’s bothering him. Finally, after a long silence, the son breaks up and says that he was removed from the job, and that the plans for Christmas won’t be feasible anymore.

Her mother breaks a smile, and leaves for a minute. When she returned, she showed the bank’s app and saying “Nakapagtabi ako” (I have saved some).

The video concludes with the mother and son enjoying time together by dancing, and with a message: “This year has been a challenge like we’ve never seen before, but we will rise and get through this together”.

The “Breadwinner” video advertisement is produced by GIGIL, a local-based advertising agency.

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