Tag: FCB SHOUT

Kuala Lumpur, Malaysia – In line of the upcoming Hari Raya festivities, RHB has launched its latest film ‘Lembaran Baharu’ (Forgiveness) alongside creative agency FCB SHOUT, featuring a dramatic reenactment of ‘the most unforgettable case’ of Malaysian lawyer Ahmad Zaharil Muhaiyar’s long and illustrious career. 

In 1998, Ahmad Zaharil found himself helping a woman who had stolen a pencil case as a gift to her son who had ranked number one in class. Ahmad Zaharil went on to represent her in court pro bono and was able to reduce her sentence to Good Behaviour Bond. One day, about two decades after the fateful encounter, he was approached by a young man who revealed that he was the son of the woman whom he defended back in 1998, and is now following Ahmad Zaharil’s footsteps by being a lawyer.

Abdul Sani Abdul Murad, group chief marketing officer at RHB Banking Group, said, “Hari Raya is a season of forgiveness and starting anew. Ahmad Zaharil’s astonishing story perfectly encapsulates these values and so much more, proving that forgiving and helping with a sincere heart will often bring not only far-reaching consequences, but also life-changing outcomes.”

He added, “A seemingly insignificant gesture from Ahmad Zaharil on that one fateful day not only changed the life of the woman he helped, but also her son and all the people he would go on to help as a lawyer. Spanning over two decades, this story is the epitome of RHB’s brand belief of ‘Together We Progress’, and I believe the lessons we can take away from this incredible tale of forgiveness, justice, and kindness are especially apt in the times that we are living in today.”

Meanwhile, Tjer, head of creative at FCB SHOUT, commented, “The way we approached this story was very different from the other RHB festive films that we’ve done. This time, because we couldn’t write a better story even if we tried, we simply allowed art to imitate life. With Ahmad Zaharil himself as our consultant, we stayed as true to the real case as possible.”

He added, “As such, we didn’t have to take a lot of creative license to turn this true story into an engaging and entertaining piece that is fit for the Hari Raya occasion. Instead, we spent a lot of time working with our production partners at D Moving Pictures and GT Records to find the most engaging way to craft an emotionally charged film that would do justice to the life-changing actions of the protagonist and the unbelievable outcome that followed.”

Lastly, Ong Shi Ping, co-owner and chief creative officer of The Shout Group and FCB SHOUT, said, “The hallmark of progress is measured by how far we are willing to go to help another person, even when they can offer us nothing in return. I believe that Ahmad Zaharil’s story is beyond just a great festive film, as it is also a timeless reminder of the power of simply being human.”

Kuala Lumpur, Malaysia – RHB Bank has released their latest Chinese New Year film, which was conceived and created by creative agency FCB SHOUT, which tells the life story of Beatrice Leong, an autistic rights activist and filmmaker who only found out she is autistic when she was in her 30s.

Titled ‘Acceptance’, the film was directed and narrated by Leong herself and shot entirely from a first person’s POV, allowing the viewer to see the world through her eyes and better understand how an autistic person processes the things around them.

The film talks about Leong struggles in coping with being different, constantly feeling unwanted and unaccepted by the world that simply couldn’t understand her. After learning about her diagnosis, her life dramatically turned around, taking great strides as an autism activist, becoming a beacon of hope for people who are autistic – especially women in Malaysia.

Her new purpose led to the foundation of her NGO called ‘Autism Inclusiveness Direct Action Group’, which champions representation for the autistic community in media spaces and policy-making.

Talking about the film, Abdul Sani Abdul Murad, group chief marketing officer of RHB Banking Group, said, “At RHB, we are committed to making progress happen for everyone, and our various Diversity, Equity and Inclusion (‘DEI’) initiatives are testament to this. This heartfelt and personal film by Beatrice Leong reaffirms our commitment to continue supporting the neurodiverse community and serves as a timely reminder during this festive period to embrace and celebrate one’s true self.”

Meanwhile, Tjer, head of creative at FCB Shout, commented, “It was really exciting to produce a film that was shot from a first person’s POV, but we did it not just because we wanted to do something different; there’s actually a deeper meaning behind the technique. Beatrice spent much of her life hiding and running away from the world. That inspired us to tell her story without actually showing who she really is, right until the very end.”

“Doing so also allows us to let the viewers experience what being an autistic person is like in an immersive manner, so that they can have a better understanding of this condition and begin to embrace and celebrate the differences in people,” added Tjer. 

‘Acceptance’ was released on January 29, 2024, and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on February 10, 2024.

Singapore  – FCB SHOUT recently made important strategic hires and promotions in its operations, creative, and brand management divisions, which took effect in September 2023.

Jonathan Chan, James Voon, and Suah Boon Chuan have been promoted from associate creative directors to creative directors, taking on expanded roles that involve managing essential client relationships and leading new business endeavours in the creative department.

Along with these internal promotions, Anndrea Lye and Tan Lai Kuen have been appointed senior copywriters and senior designers. FCB SHOUT has also grown its team by adding Choong Eu Jin and Raphael Castellano as senior copywriters.

Jin brings a wealth of experience from network agencies across the region, while Castellano, recruited from the Philippines, brings a distinctive perspective to the agency’s creative endeavours.

Melanie Mustapha has been promoted to brand director in the division of brand management. In her role, she will be tasked to improve the agency’s brand management abilities. 

FCB SHOUT also welcomed Mandy Chock back as a creative strategist. Chock will work closely with the brand management team to provide FCB SHOUT’s clients with efficient solutions.

Furthermore, Adrienna Ooi has been elevated to the role of operations manager.

Speaking about the promotions and appointments, Tjer, head of creative at FCB SHOUT, commented, “We are delighted to announce these key promotions and the addition of new talents to the creative team. They are the cornerstone of all that we do in the agency, and being able to bolster our pool of creative talents will enable us to continue navigating an increasingly challenging landscape; I strongly believe that these future leaders are pivotal in ensuring the agency’s growth in the years to come.” 

Meanwhile, Syahriza Badron, general manager and Jamie Tan, head of operations of FCB SHOUT said, “These strategic moves mark a significant step in strengthening our team. We are confident that these promotions and new hires will enable us to continue delivering exceptional results for our clients and driving our agency’s growth.”

Shaun Tay, co-owner and chief executive officer of FCB SHOUT, remarked, ”Our enduring dedication to excellence continually compels us to implement strategic enhancements within our team. These transformative changes solidify our steadfast commitment to delivering outstanding results to our clients and further cementing our agency’s reputation as the #1 Malaysian agency.” 

Kuala Lumpur, Malaysia – Home improvement retailer MR. D.I.Y. partnered with creative agency FCB SHOUT for its latest ‘Big and Small, MR. D.I.Y. Has It All’ campaign to showcase the brand’s sizable diversity in offerings.

The collaborative campaign features a giant inflatable MR. D.I.Y. iron floating in the middle of Kuala Lumpur’s Titiwangsa Lake Park. The giant installation is also accompanied by other miniature installations of MR. D.I.Y. products.  

With this eye-catching campaign, the brand aims to show its commitment to offering a range of daily essential items that come in all sizes.

Aside from the giant and miniature installations, the campaign also features a series of digital billboards that parody other ads to demonstrate how MR D.I.Y’s impressively diverse range of products can fulfil everyday needs. 

Titled ‘Kecil Dan Besar, MR. D.I.Y. Ada’, the campaign will run across all media channels, including ATL, BTL, and social media. 

MR D.I.Y’s giant inflatable iron was also recently recognised by Malaysia Book of Records as the ‘largest inflatable iron in Malaysia’. 

Speaking on the collaboration, Alex Goh, head of marketing at MR D.I.Y., said, “MR D.I.Y. is a one-stop-shop for all our customers’ needs, no matter the size. Our product range includes small items like batteries, padlocks, and key chains, as well as larger items such as vacuum cleaners, inflatable pools, and foldable stairs. We offer affordable prices and have different store formats to cater to the needs of our customers in smaller towns and major cities. Our stores serve people of all ages, from babies to retirees. It’s a big promise to make, and one that we are very proud to be able to deliver.”

Meanwhile, Jonathan Chan, creative director at FCB SHOUT, also shared, “Every MR. D.I.Y.store is this terrific treasure trove of daily essentials and products that effectively transcends the brand from a hardware store to a proper superstore, so we wanted to make sure that our campaign reflected that in the most interesting way possible.”

“So, every creative asset in the “Big And Small, MR. D.I.Y Has It All’ campaign, including the giant installations, was not just a senseless spectacle to get consumers talking about MR. D.I.Y, but crucial pieces of a narrative designed to make them remember what the brand truly offers. And we’re proud to work with a homegrown brand loved by Malaysians,” he added.

Kuala Lumpur, Malaysia – Local communications satellite operator MEASAT has launched its first-ever brand film, a letter by the company to Malaysians on the importance of connectivity, as it builds bridges between communities. This was launched alongside FCB SHOUT, which has been appointed by MEASAT as its creative agency of record.

The brand film, titled ‘CONNECTme to a Bigger World’, encapsulates how MEASAT’s WiFi service CONNECTme is capable of connecting Malaysians to a world that extends far beyond the one they know, perfectly embodying MEASAT’s brand mission to pave the way for a brighter future that connects Malaysians and bridges the digital gap in regions lacking in 4G, 5G or fibre technology coverage.

Anndrea Lye, senior copywriter at FCB SHOUT, said, “As we embarked on this campaign, we had a clear strategy and creative approach in mind – that’s to highlight the relatively smaller world experienced by Malaysians at present, especially those within rural and remote areas, and to illustrate the immense expansion of the world they could be a part of when they’re connected through CONNECTme.”

She added, “Which is why we chose to visually represent our target audiences in miniature form, juxtaposed against a super-sized letter – a striking contrast that effectively conveys the differences between their present situation and the boundless possibilities that open up with access to the internet. By consistently translating this theme across our brand film and creative materials, we’re able to introduce MEASAT’s mission and demonstrate that Malaysians can take a significant step towards a bigger world with CONNECTme.”

The appointment takes immediate effect with FCB SHOUT working with the Trapper Media Group to fulfil the appointment’s media remit and MEASAT’s incumbent PR agency, Rantau PR.

Syahriza Badron, general manager at FCB SHOUT, said, “Upon receiving the opportunity to work together, we immediately recognised that the key to fortifying the brand is by championing its vision to bridge the digital divide between urban and rural areas. We look forward to working with MEASAT to put the CONNECTme brand on the map in an even better way, and we’re really excited to bring an insightful idea to life cohesively across every touchpoint and position CONNECTme as the catalyst that enables a digitally inclusive Malaysia.”

Meanwhile, Ganendra Selvaraj, chief commercial officer at MEASAT, commented, “We partnered with FCB SHOUT as they effectively showcased their creative skills and conveyed MEASAT’s message through this campaign. Despite the technical nature of satellite broadband, our goal was to highlight how our CONNECTme services, which are readily available in rural and remote areas, can unite people and strengthen connectivity across Malaysia, even in areas without terrestrial coverage. FCB’s approach made our message more personal and relevant to Malaysians.”

Kuala Lumpur, Malaysia – Creative holding company The Shout Group has secured 15 new business wins this year, including major brands Pepsi, Wonda, Tropicana, Offspring, Mi Sedaap, Febreze, and Mr. DIY.

Headlining the company’s roster of new clients is the beverage manufacturer Etika, with FCB SHOUT assuming the creative responsibilities for three of its key brands: Pepsi, Wonda, and Tropicana.

The ad agency had previously worked on a partnership with Etika for its Chinese New Year campaign “Save the Drama with Pepsi,” which yielded significant success. Along with Etika, the agency has also secured multiple projects from PepsiCo Malaysia for Pepsi during this year’s Hari Raya celebration and design duties on Tropicana.

FCB SHOUT will also be taking on several other major Malaysian brands, such as Mr. DIY and EcoWorld, a homegrown retail chain and renowned property developer, who have assigned the agency several major developments and festive campaigns to handle.

Additionally, FCB SHOUT will be handling former clients Mi Sedaap and GLAD, further underscoring the agency’s reputation in the FMCG marketing scene.

The company has also bolstered its financial services portfolio, with FCB SHOUT taking under its wing a key project from Sun Life Malaysia. Meanwhile, AIG Malaysia selected the group’s boutique creative consultancy, IGNITE, for creative work.

The Shout Group has also been working to strengthen its cross-border capabilities. The company was selected to develop multiple campaigns for the game maker Hasbro in Asia-Pacific, handle key assignments for P&G’s Febreze Malaysia and Singapore, and receive additional market remits from existing clients McCain and premium baby care brand Offspring.

The company’s new business wins show a remarkable two-fold surge from the previous year.

Commenting on FCB SHOUT’s appointment, Amy Gan, vice president of Marketing at Etika, said, “We firmly believe in FCB SHOUT’s unmatched creativity and strategic brilliance. What sets them apart from others is their unwavering commitment to finding solutions even amidst the most challenging circumstances. They excel in collaborating, making every project a true partnership. The respect they show for our opinions and their determination to go the extra mile speaks volumes about their dedication.”

Meanwhile, Syahriza Badron, general manager at FCB SHOUT, shared, “We’ve fortified our creative and brand management team, empowering us to redouble our dedication to seizing new business opportunities. This commitment to growth has been the driving force behind our remarkable series of achievements. We’re also strategically geared towards expanding our client portfolio across all industries. Our aim is to enhance our team’s skills by exposing them to various sectors. This approach not only broadens our expertise but also strengthens our ability to thrive across diverse industries.”

Shaun Tay, co-owner and CEO of The Shout Group, also expressed his unshakable trust in his agency’s people.

He said, “Our successes mean that The Shout Group is on track once again to achieve another record year-end finish. And it’s all thanks to a team that’s been voted time and time again as the best in the business. We’re now laying the foundations for 2024 with key people ready to take on more well-earned responsibilities and our new talents fired up and ready to go. More to come.”

Kuala Lumpur, Malaysia – Life insurance provider Allianz Malaysia has partnered with FCB Shout, a part of the global FCB advertising network, to release its newest “Be A-Z Ready For Tomorrow” campaign that centers on how total retirement is more than just saving money. 

The quirky campaign dove head-on into the issue of retirement schemes and the harsh future that awaits people should they continue to plan their retirement the traditional way of solely bolstering their finances. 

FCB Shout’s campaign idea peeled off the layers of outdated cliches about retirement plans and instead focused on the issue at the center of the retirement reality: preparing for retirement requires more than just saving money.

The ‘Be A-Z Ready For Tomorrow’ campaign was composed of two parts: a film and a social experiment video that featured the power of AI technology.  

The lighthearted film featured the protagonist’s older future self travelling back in time to warn his younger self about the perils that plagued their retirement as a result of the retirement savings scheme he had just contentedly signed up for.

Together with the film, the campaign included a social experiment video that used AI and face mapping technology to execute the time travelling concept. Through AI, Malaysians who participated in the social experiment received messages from their future selves about the ineffectiveness of their retirement plans. 

The social experiment video was designed as a more realistic companion piece to the main film, showing viewers the reality of their retirement plans and helping them understand the real danger that awaits them in the future if they do not shift their current mindset regarding retirement. 

Amy Loke, chief market management officer at Allianz Malaysia, explained, “While it’s undeniable that savings is a critical component of retirement preparation, most Malaysians are under the impression that saving is the only thing that they need to do.The reality is, to plan for a total retirement, it is also essential to put other factors like healthcare cost and life’s unpredictability into consideration. 

She continued, “It’s a challenging conversation because of how deeply ingrained the old method is in the minds of Malaysians. But FCB SHOUT’s creative concept truly hit the nail on the head; not only raising the awareness on the importance of the oft-neglected healthcare and life aspects of retirement and showcasing how our Total Retirement Solutions are designed to get Malaysians A-Z ready for tomorrow, but also successfully doing so in a refreshingly light manner that made this difficult conversation easy to digest for our audience.”

Speaking on the campaign, Suah Boon Chuan, creative director at FCB SHOUT, said, “Challenging the traditional view will always come with resistance and skepticism, so we chose to bring the issue and Allianz Malaysia’s total retirement solutions to the audience’s attention using humour and entertainment to make our message more palatable.” 

“More essentially, we needed to show a true understanding of our audience’s desired future lifestyle, hence even our portrayal of retirement was reimagined based on the natural progression of their current way of life. There might be sci-fi elements in our spot, but we wanted it to be clear that the issue was anything but fictional,” he added. 

Syahriza Badron, the general manager of FCB SHOUT, has been named as one of the winners of ‘Empowered Women in Agency’ category at MARKETECH APAC’s inaugural recognition initiative for women leaders in the industry, Empowered Women Awards 2023.

Badron’s journey to the top leadership at the agency started off with her joining as an account director in 2014 and then climbing to the role of head of business development in 2020. She then ended 2020 with a promotion to general manager, where she is responsible for driving the agency’s exponential growth.

Spearheading agency success through active networking and leadership

When the industry thinks of a certain agency, more often than not, they associate easily with those who founded it and have been in the agency for the longest. But few know other influential figures behind the agency, who have been instrumental in pushing the company towards success in the industry.

This was the case for Badron, often referred to as the “other S” in FCB Shout. Whilst founders Shaun and Shi Ping concentrate on bolstering FCB Shout’s reputation, Badron is committed to taking the agency to new heights of success.

Such drive was exemplified by her desire to never rest on the agency’s current achievement and instead reach much higher levels. For her,  relying solely on the existing client roster is insufficient to achieve the agency’s ambitious goals. Amidst uncertainty in the advertising world, she spearheaded efforts to acquire new clients.

She further added that with acquiring clients now likened to a competitive battlefield, she knows that providing excellent work is only a part of the equation and that it is crucial to deliver solutions tailored to meet her client’s business and financial needs to win pitches.

This has then resulted in a massive win for the agency in 2022, where she led the team in securing business wins from clients such as Sunlife, Casio, Amway, Sacoor Blue, DKSH, Mr DIY, Allianz, AIG, and Pepsi, amongst others. Moreover, the agency–under her leadership–has won several industry awards as well as expanding its workforce and improving employee compensation and benefits.

In summary, her leadership has been nothing short of exceptional, as demonstrated by the agency’s stellar reputation, impressive business performance, and strong company culture, making it one of the most respected creative agencies in Malaysia.

People before profit: The guiding principle of true leadership

Despite all of these business wins and positive news, Badron still believes in the principle of ‘people before profit’ in her leadership. This is why under her leadership, she focuses as well on offering a range of incentives and benefits to talents in the agency.

With this in mind, the agency managed to reduce staff turnover by 22% and received a 97.5% confidence rating in FCB SHOUT’s future from the annual staff happiness survey.

Moreover, she has built both a career and a reputation as a fierce leader, which has been exemplified by her successes in leading clients to achieve their business goals through the development and implementation of effective communications strategies during her tenures at international and local boutique agencies.

“You’re going to encounter people who straight-up say “no” to your face. Keep pushing forward, keep hustling and keep believing in yourself and eventually, those “nos” will turn into “yeses”, she said.

Advocacy for the industry through engagements

Badron remains committed to promoting the advertising industry exemplified by her active involvement in various industry events and initiatives, including speaking engagements, and thought leadership publications. 

She also hosted a content marketing workshop, which saw 150 regional marketers in attendance, as well as providing valuable insights on brands tapping into the ‘Hijrah movement’ or the travel of Muslims to the holy city of Mecca for pilgrimage, and how brands are responding to these new type of conservative consumers.

Check out who else made it to Empowered Women Awards 2023 Winners’ list.

Kuala Lumpur, Malaysia – To commemorate the celebration of Hari Raya, Malaysian bank RHB Bank has unveiled an inspiring film to prove that even the smallest things can be an instrument to create a bigger purpose. The ad was done in collaboration with ad agency FCB Shout.

The 4-minute film titled ‘Pengembaraan Sempurna’ (A Perfect Journey), features the real-life story of Ramli Aziz, a retired police officer who lost one of his legs due to vascular failure. Due to the current lack of bicycles in the market that are suitable for people with disabilities like himself, Aziz was inspired to create disabled-friendly bicycles using recyclable items.

Eventually, he meets his neighbour who is also a disabled boy that loves bicycles, Aziz similarly becomes a beacon of light and hope by roping in the young boy and working with him to create the said special form of bicycle.

Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said that as a bank that fulfills ESG commitments, the story is personally important to them because they believe that recycling and repurposing are the ways to create a sustainable future for everyone.

Meanwhile, Tjer, FCB SHOUT’s head of creative, added, “This story is as much about environmental sustainability as it is about humanity, and to be able to shine the spotlight on both with such a charming and relatable true story was not an easy feat.”

“While Hari Raya is a time where we look forward to new beginnings, perhaps Pak Cik Ramli’s story can inspire us to also look deeper into the things or people around us that have been left behind by the world, so that we can find a newer and even greater purpose for them to keep progressing,” Ong Shi Ping, FCB SHOUT’s Co-Owner and chief creative officer, added.

Recently, FCB Shout has also crafted a Raya campaign for Pepsi to encourage people to minimise screen time and spend more time with their families.

Kuala Lumpur, Malaysia – Our mobile devices are now our lifelines but in order to have a healthy and balanced connection with the world, the challenge continues in maintaining an optimum amount of screen time. As Hari Raya and Eid Al-Fitr celebrations come around the corner, this bears greater importance as people look for ways to reconnect with loved ones. Pepsi Malaysia’s new digital initiative might just help. 

Together with creative agency FCB SHOUT, the beverage brand cooked up a campaign that will incentivise consumers for putting their phones down and spending time offline. Called the ‘Build Real Connections with Pepsi’ campaign, at the heart of it is a challenge that would reward the participant with the most number of hours spent offline. 

The challenge runs through a website that incorporates the motion-sensing technology in-built with every smartphone, revealing a timer that tracks the offline hours spent as users begin the challenge. Whenever users move their phones, the timer stops upon the detected motion and they will be prompted anew to go offline. As users accrue their offline hours, they’ll be able to increase their ranking and have the chance to bag an all-expenses-paid trip for 2 to Japan and other prizes that amount to up to RM100,000.

“If there’s one thing we’re absolutely certain of, it’s that everyone is extrinsically motivated. With this in mind, there’s no better way to urge Malaysians to disconnect from their devices than using technology to tackle the use of technology, and rewarding their efforts to enrich real and meaningful connections during the festivities,” said Jonathan Chan, associate creative director of FCB SHOUT.

On top of the main feature of the campaign, users are able to contribute to a good cause through their participation. For every hour offline, Pepsi, together with participating NGO partners, namely Kechara Soup Kitchen Society and The Lost Food Project, will donate a meal care pack to the underserved communities. Each meal care pack is made to provide sustenance to those in need for at least one or up to six weeks. 

“As the festive season of Raya approaches, we know that it’s a cherished time for families to bond, celebrate, and show compassion to those in need,” said PepsiCo Malaysia’s Beverage Marketing Lead, Jennifer Lee.

“At Pepsi, we’re proud to combine these heartfelt traditions through our ‘Build Real Connections with Pepsi’ campaign. We invite you to pledge your commitment to rekindle the warmth of family gatherings while extending a helping hand to our communities. When you disconnect from digital distractions, we will donate meal care packs, and you will also stand a chance to win fantastic prizes! Let’s embrace the spirit of Raya together.”

Pepsi Malaysia’s Raya Film

The campaign is currently running and will be active until 7 May 2023. Within the campaign is also Pepsi’s Raya film, which emphasises the importance of prioritising real-life connections over virtual ones. 

The global Pepsi brand has recently endeavoured to a brand refresh. The overhaul came with a new logo and visual identity that is taken after its branding history that spanned a 125-year period. 

The new visual identity which will introduce an updated colour palette and adopt a new typeface is part of the brand’s 125th anniversary. This comes alive in North America and globally by 2024.