Tag: FCB SHOUT

Kuala Lumpur, Malaysia – RHB Bank, in collaboration with The SHOUT Group/FCB SHOUT, has released its latest Chinese New Year campaign which is based on the true story of Tan Swee Ban, founder of the Peace & Harmony Home, a not-for-profit nursing centre–and details what is the true measure of wealth.

While starting a nursing home is indeed a noble and remarkable act in itself, what made Tan’s heart-wrenching yet inspiring story spread like wildfire all over social media over the past few months was the sacrifices that he made in order to start and maintain the home. 

Told from the perspective of Tan’s mother, the film explores the conflicted emotions of a parent who had to witness and support her son sacrifice his career, his house, his time and even his health in order to serve those who had nothing to offer him in return. 

Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said, “We often associate a person’s legacy with the material wealth that they leave behind, but Mr. Tan’s remarkable story completely flips this notion. He demonstrated that true wealth is measured by one’s actions, which ultimately become their lasting legacy.”

He added, “As Chinese New Year is a celebration that is closely tied to the concept of prosperity, his story feels especially meaningful. Mr. Tan’s selflessness serves as a timely reminder to value not just what we see, but what we feel in our hearts – because that is the kind of wealth that endures for a lifetime. To me, this is the essence of true progress.”

Meanwhile, Tjer, FCB SHOUT’s Executive Creative Director, commented, “When we discovered Mr. Tan’s story, we were immediately moved by the journey of his greatest supporter – his mother. Supporting her son as he chose to sacrifice almost everything in his life to selflessly serve others would be challenging for any parent. And yet, despite being sent to a nursing home by her own son – a scenario that many parents would consider their greatest nightmare – it actually became her source of pride.”

He added, “This poignant conflict of emotions is what makes the story so powerful, and I’d like to extend a heartfelt appreciation to our production partners at D Moving Pictures and GT Records for capturing it so beautifully.”

Lastly, Ong Shi Ping, co-owner and chief creative officer at FCB SHOUT, said, “This story hits home, especially during a season like this when we’re all so focused on pursuing material wealth. This Chinese New Year, as we celebrate prosperity, let’s take a moment to think about the connections we build and the impact we leave behind. At the end of the day, it’s not about what we have, but what we give – that’s the kind of wealth that truly defines who we are and makes this festive season even more meaningful.”

‘Wealth’ was released on 15 January 2025 and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on 29 January 2025.

Kuala Lumpur, Malaysia – The SHOUT Group, an advertising holding company, has appointed three leads for FCB SHOUT, its creative agency.

The new additions to FCB SHOUT’s executive management team include Syahriza Badron as managing director, Wang Ie Tjer as executive creative director, and Jamie Tan as general manager.

As the new managing director, Badron is tasked to drive the agency’s growth, leading the brand management team.

Badron has been with FCB SHOUT for 11 years, formerly serving as its general manager. Over the years, she has championed the agency’s ‘No Plan B’ culture while contributing to marketing publications.

Meanwhile, Tjer has spent six years with the agency. As the previous head of creative, Tjer spearheaded the team to win various awards, embodying Malaysian creativity.

Taking over the general manager role, Tan will oversee the internal operations of the agency. Previously the head of operations at FCB SHOUT, Tan has taken on more responsibilities, spanning financial management and culture-building.

Tan has been leading initiatives for the welfare of the agency’s employees, including the expansion of its medical programme for families of staff and pushing for flexible working arrangements.

Shaun Tay and Ong Shi Ping, co-owners of The SHOUT Group, commented, “When we bought the agency back in 2018, we had already set in motion our vision to create a sustainable, highly regarded creative agency that would serve as the right partner for our ambitious clients, and we knew that could only be realised by having the right leaders on board.”

“We wanted people with a point of view and the gumption to materialise our lofty goals. Syah, Tjer and Jamie represent what we stand for, and to have been fortunate enough to help chart their growth over the years has been a true joy and one that we personally feel is our crowning achievement,” they added. 

Kuala Lumpur, Malaysia – Guardian, a retail chain specialising in health and beauty in Malaysia, has unveiled a new brand campaign with FCB SHOUT, a creative agency under The Shout Group.

With the new tagline ‘Own Your Beautiful,’ Guardian celebrates the process of Malaysians’ self-improvement, from motivations and struggles to outcomes.

The rebranding was accompanied by the new film ‘Another Beautiful Day in Malaysia,’ which aired for the first time during the launch at Pavillion Bukit Bintang in Kuala Lumpur.

New brand visuals are also set to be featured outdoors and on Guardian outlets in Malaysia.

Guardian Malaysia, recently appointed FCB SHOUT as its partner, which is part of its effort to become more relevant to its customers while adapting to modern times. 

Anna Ng, marketing director of Guardian Malaysia, said, “People often think being beautiful is the end result, but we believe that the intention to be better and the effort we put into improvement is just as beautiful as the end result. And it’s not just about the external appearances of beauty either, the effort to be healthier and feel better about yourself is also a beautiful thing. That’s why we want to celebrate every Malaysian at every stage of their own self-improvement with this new campaign.”

Commenting on the appointment, Ng said, “To refresh a decades-old brand with a new narrative that is relevant to the times that we are living in, all while maintaining and even reinforcing the same brand values that have made guardian Malaysia so familiar to and loved by so many Malaysians over the last 5 decades, was truly a challenging and delicate balancing act. The agencies that participated in our pitch all had their positives, but in the end, FCB SHOUT came out on top because they demonstrated a very strong and purposeful idea that is based on an insight that both our existing loyal customers and the younger target audience that we aspire to connect with can relate to.”

“All of us at DFI Retail Group are extremely excited to have the team from FCB SHOUT on board with us for this milestone. They have been excellent partners for us in terms of strategy and creative support, and we believe that the campaigns emerging from this partnership will be the turning point for greater things to come for the guardian Malaysia brand,” Ng added.

“It’s amazing to be able to add guardian Malaysia to our ever-growing list of passionate clients and storied brands! The Shout Group and our agencies have always prided ourselves as true-blue brand-builders who have positively shaped the future of so many brands through our strategy and creative work, and this collaboration with guardian Malaysia allows us to continue flexing those muscles. Our entire team sees this campaign as just the beginning of our story with guardian Malaysia, because we are huge fans of how they’ve been sticking to their guns as an authentic challenger brand that isn’t afraid to shake up the industry,” Shaun Tay, co-owner and chief executive officer of The Shout Group, commented.

Kuala Lumpur, Malaysia – Domino’s Malaysia–in its desire to create their version of the cheeseburger pizza–launched the Domino’s Double Cheeseburger, its latest offering featuring must-have burger staples into a single pizza, featuring tasty burger toppings and a unique burger crust.

As part of this launch, Domino’s also introduced two playful characters Toppy and Rak Rak, who are representations of the pizza and burger combination in the ‘Find Your Double’ activation whilst handing out free samples of the new Domino’s Double Cheeseburger Pizza.

For this launch, FCB SHOUT, the lead creative agency for Domino’s Pizza Malaysia, kicked off the campaign by teasing the launch of a new Domino’s burger, but the twist at the end ultimately revealed the brand’s surprise new offering.

Linda Hassan, group chief marketing officer at Domino’s Pizza Malaysia, Singapore and Cambodia, said, “Inspired by our customers’ feedback, we’ve developed a new product strategy to introduce two burgers in one pizza, specifically designed to be delivered. To top it off, we’ve paired it with Crispy Fries and Loaded Cheeseburger Crispy Fries for the full combo experience. What makes this product uniquely Domino’s is the combination of cheeseburger toppings and a burger-stuffed crust—something that’s never been done before.”

Meanwhile, Boon Chuan Suah, creative director at FCB SHOUT, said, “We knew it wasn’t about the format of a burger pizza but about what makes the product uniquely Domino’s. It’s about conveying to our fans that once again, Domino’s is delivering “More”. In this case, it’s about doubling the delight by having two typical cheeseburgers experiences in one pizza.” 

Kuala Lumpur, Malaysia – The Shout Group’s growth momentum continues with five new clients added to FCB SHOUT’s roster of clients. They include Japanese beauty brand Kao Malaysia, local skincare brand Cosmoderm, home appliance brand Alpha Home Appliances, electric utilities company Tenaga Nasional Berhad, and automotive brand Jaecoo.

Headlining the wins is its appointment by Kao Malaysia who has entrusted FCB SHOUT to handle key campaigns for 2025. 

Tan Poh Ling, marketing vice president at Kao Malaysia and Jessie Chan, category manager, expressed optimism about the collaboration, stating, “We’ve long been aware of FCB SHOUT’s stellar reputation, and we’re excited to join forces. The brand is at a critical juncture, and we believe FCB SHOUT is the perfect partner to revitalise our position in the market.”

Added to that are the appointments from Malaysian brands Cosmoderm and Alpha Home Appliances as well as its onboarding by the nation’s electric utilities company Tenaga Nasional Berhad. The trio underscores The Shout Group’s commitment to championing homegrown heroes.

Rounding out the list of wins is FCB SHOUT’s appointment by Jaecoo, a new entrant to the automotive market in Malaysia to support the launch of the highly anticipated Jaecoo J7 luxury SUV with print, DOOH, and radio advertisements.

Syahriza Badron, general manager of FCB SHOUT, shared insights into the agency’s approach to identifying the right new business opportunities. “We’ve always been blessed with having a strong new business pipeline. Our reputation means that clients looking for exceptional and effective creative work often seek us out. This allows us to very deliberate in which opportunities we take on and go all in to win.”

Meanwhile, Shaun Tay, co-owner and chief executive officer of the SHOUT GROUP, hinted at this growth will continue in the upcoming months. “With the momentum we’ve built and with new opportunities continually coming, I’m confident in our continued success and that 2025 will be another banner year!”

Earlier this year, The Shout Group unveiled new client relationships in the form of Pokka Singapore & Malaysia, Hartalega and 7-Eleven.

Malaysia – Looking for the secret to a youthful glow? Spritzer Malaysia and FCB SHOUT have the answer in their latest campaign, redefining skincare by positioning Spritzer Mineral Water as the ultimate ‘must-have’ for radiant, glowing skin.

Titled ‘SILIQA,’ Spritzer Malaysia’s hydration-centred beauty campaign introduces its natural mineral water, enriched with silica from the earth’s purest underground springs, as an essential ingredient for youthful beauty and radiant skin.

Going beyond just rebranding silica, the campaign positioned the essential mineral as something synonymous with beauty and well-being. With this, silica becomes the crown jewel of Spritzer’s promise: hydration that transforms from the inside out, promising a sense of rejuvenation and revitalisation after every sip. 

The campaign stars actress and Spritzer Brand Ambassador Koe Yeet, whose natural elegance and radiant beauty embody the essence of SILIQA—pure, powerful, and transformative. The accompanying film showcases her luminous complexion against a lush rainforest backdrop, symbolising the harmony between deep hydration and nature’s vitality.

Spritzer’s social and digital channels premiered the SILIQA campaign film, with plans to expand its reach to radio, movie theatres, billboards, and in-store displays. This multi-platform approach ensures the campaign reaches a broad audience, inviting everyone to rediscover beauty in its purest, most natural form.

“Long recognised and loved as a natural source of hydration, Spritzer Mineral Water is rich in silica and other essential minerals that don’t just quench thirst—they nourish, rejuvenate, and enhance natural beauty from the inside out,” said Shiao Chan, head of marketing at Spritzer Malaysia. 

“Having a skincare routine helps, but the real impact happens when you nourish beauty from the inside. With every drop, you’re not just hydrating—you’re nourishing your skin, enhancing your natural beauty with the power of SILIQA,” she added.

Amid a world of beauty filters and fleeting trends, Spritzer’s SILIQA campaign invites everyone to rediscover true radiance by nourishing from within. With silica-rich mineral water, Spritzer emphasises hydration that enhances the inner well-being and naturally amplifies one’s beauty.

Also speaking about the campaign, Syahriza Badron, general manager of FCB SHOUT, shared, “SILIQA is more than just a product launch—it’s the beginning of a movement. We believe the future of beauty is in the purity of nature, and our campaign challenges people to reclaim their beauty rituals by shifting the focus away from superficial enhancements and towards deep, internal rejuvenation.” 

Kuala Lumpur, Malaysia – Malaysian WiFi service CONNECTme has launched a new campaign promoting accessible and affordable connectivity for all. The campaign produced with FCB SHOUT reflects the company’s commitment to providing connectivity even for Malaysians living in remote areas. 

The ‘CONNECTme to a Bigger World and a Brighter Future’ campaign is founded on a film about a Bornean boy discovering new things in the digital world. The film shows how his entire village benefits from the CONNECTme broadband service.

The film campaign is a sequel to the brand’s campaign last year. Both were launched in time for Malaysia Day. 

CONNECTme uses the Malaysia East Asia Satellite’s (MEASAT) satellite broadband system to provide connectivity throughout Malaysia. 

“This campaign is the ideal springboard for us, as Malaysia’s rural satellite broadband service provider, to reinforce our commitment to connecting more Malaysians to a bigger world and a brighter future, regardless of their location. As highlighted in our latest brand film, CONNECTme is driving progress across various sectors, including telehealth, defense, education and e-commerce. This Malaysia Day, we are proud to reflect on our contributions toward advancing the country’s digital landscape and empowering more Malaysians with equitable access to a world of greater opportunities,” Ganendra Selvaraj, chief commercial officer of MEASAT, said.

Syahriza Badron, general manager of FCB SHOUT, commented, “This campaign marks our second year working with MEASAT and CONNECTme and we are very pleased that we have gradually but surely developed a profound and unique narrative for the brand. As the nation’s satellite communications provider, CONNECTme deserves to be celebrated for giving Malaysians the opportunity to better their lives regardless of their stature, race, religion or even locality, and there’s no better time to spotlight the endeavours of the brand than during Malaysia Day. Lastly, a huge appreciation goes out to our production partners at KDCo, Max Fx Studio and Crosstown Connection for bringing the film to life.

Malaysia – FCB SHOUT, the advertising arm of creative services company THE SHOUT GROUP, has welcomed new faces to further enhance its talent. The new hires include Loong Sheng Mae as group business director, Caryl Tan as associate brand director and Chung Ru Zen as creative group head.

Previously a brand manager with experience working in local and international agencies, Mae’s new role as group business director drives her to lead brand management teams to foster growth for the agency’s key clients. Tan is also set to manage the agency’s clients at both local and regional levels.

As an addition to the agency’s creatives, Zen is expected to elevate FCB SHOUT’s creative output after previously delivering award-winning campaigns with strategic audio. 

Meanwhile, Raphael Castellano has been promoted to creative group head and Jane Leong to senior brand manager.

Syahriza Badron, the general manager of FCB SHOUT, commented, “With the addition of Mae and Caryl, we are confident that our brand management team is now even better equipped to continue delivering unparalleled results for our clients. Having nurtured his skills in both agencies and a creatively progressive organisation like Grab Malaysia, Ru Zen is a unicorn creative who is able to conceptualise really creative solutions while still being grounded in the strategy that guides a business. Things are looking really exciting for us in the agency.”

“I’m extremely proud to have young and dynamic creative talents like Ru Zen and Raphy with us. Not only are they extremely experienced and skilled creatives who are able to consistently tell amazing stories for brands in fresh, exciting ways, they are also natural leaders who have earned the respect of their teams through their aptitude and patience in nurturing the next generation of creative talents. Supported by a strengthened brand management team, the creatives of FCB SHOUT will achieve even greater things for the agency and our clients very soon, I’m sure of that,” Tjer, the head of creative of FCB SHOUT, said. 

“These new hires and promotions are part of our plan to stay ahead of the curve in a constantly evolving industry. By strengthening our teams with talented individuals and giving the well-deserved team members their due recognition, we are not only enhancing our creative capabilities but also ensuring that we continue to be a partner of choice for our clients. These are key moves we’re making to ensure that The Shout Group and our agency brands are poised for even greater success for years ahead,” Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB SHOUT, added.

Malaysia – Spritzer Malaysia has teamed up with FCB Shout, the creative arm of The Shout Group, to launch a new campaign, ‘Air Love Cuti-Cuti,’ that showcases local tourist attractions while promoting the wellness benefits of its natural mineral water.

‘Air Love Cuti-Cuti’, is a clever wordplay that combines the Malaysian term for water (air) and their love for travel (cuti-cuti). Its aim is to position Spritzer Mineral Water as the perfect travel companion for exploring the wonders of Malaysia. 

The campaign stars Spritzer brand ambassadors Syafiq Kyle and Koe Yeet in a captivating 6-episode travel vlog series. The duo shares their travel experiences, uncovering the beauty and hidden gems of various Malaysian states, with Spritzer serving as their trusted hydration companion throughout their journey.

In addition to the travel vlogs, the campaign invites viewers to submit their own content and participate in interactive contests on Spritzer’s social platforms, offering a chance to win RM50,000 worth of travel vouchers. 

To further extend its reach, the contest is promoted through captivating cinema ads strategically designed to engage moviegoers with compelling visuals and messages. Enhancing visibility beyond digital platforms, the campaign also features branded tourist buses, amplifying its presence and encouraging widespread participation.

Shiao Chan, head of marketing at Spritzer Malaysia, said, “At Spritzer, we are deeply passionate about the unique health benefits derived from the silica-rich content in our mineral water. Expanding our insights on Malaysians’ love for travel, we aim to tap on this opportunity to position our brand as the most preferred hydration choice on-the-go, making the experience a happy and healthy one inside and out. And through our collaboration with FCB SHOUT, we invite tourists to embark on an invigorating journey with our natural mineral water, promoting sustainable tourism and supporting our communities.”

Meanwhile, Syahriza Badron, general manager of FCB SHOUT, commented, “Whilst tourism related initiatives are not typically part of Spritzer’s marketing programmes, we saw the long-term potential of the brief. The idea of “Air Love Cuti-Cuti” aligns with the brand’s long-term sustainability and growth ambitions as it establishes a claim that is befitting that of a home-grown champion and Malaysia’s #1 mineral water brand.”

Kuala Lumpur, Malaysia – Oral care brand Darlie Malaysia has partnered with The Shout Group’s creative arm, FCB Shout, to introduce its newest brand campaign titled ‘Closer with a Smile’. 

‘Closer with a Smile’ is Darlie’s newest tagline, developed by FCB Shout in line with the brand’s new regional strategy for all its Southeast Asian markets. 

Accompanying the new tagline is a brand film that reinforces the brand’s purpose of ‘inspiring the confidence to connect’. It also embraces the transformative power of a smile and its ability to break down barriers and spark new relationships. 

FCB Shout’s campaign for Darlie will run across TV, digital, retail, and on-ground activations. And beyond these touchpoints, the full marketing plan also involved the release of Darlie’s much anticipated new packaging, the introduction of a new sonic branding component by way of a brand song conceived by FCB Shout, as well as the launch of two new oral care products: DARLIE Mouthwash and DARLIE Mouth Spray.

Darlie has been working with FCB Shout in a regional strategic capacity since 2021.

Commenting on the campaign, Melissa Wong, marketing director for Malaysia and director of regional brand development at Hawley & Hazel Malaysia, said, “‘Closer with a Smile’ is not the culmination of our journey but rather the start of a new one. We are embarking on a new era for DARLIE, with the clear ambition of fostering a closer and more dynamic connection with our consumers, whoever and wherever they may be. As a brand with a strong heritage in both Malaysia and Asia, we understand the nuances involved in marketing to a diverse audience. ‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen.”

Tjer, head of creative at FCB Shout, also shared, “When a brand with as rich a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up, and even down to the packaging, it’s equal parts exciting and intimidating for a creative. The conceptualization and production of this campaign were extremely complex, as there were so many moving parts for us to juggle. For instance, we had to ensure that this campaign introduces a fresh side of DARLIE in a big way while at the same time not losing the essence of the brand that millions have come to know and love over the past many decades. But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results!”

Meanwhile, Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB SHOUT, said, “It’s been a real privilege working with DARLIE on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose, to the launch of this massive campaign, we’ve been all in. And we will continue to be so as we look ahead to helping the brand gear up for growth.”