Among the new wins are mandates from Volkswagen Singapore, SGInnovate, Shell Singapore, a leading insurance provider, and a leading banking institution, with appointments spanning creative, performance media, Generative Engine Optimization (GEO), Search Engine Optimization (SEO), social media, and digital transformation services across multiple industries.

The latest appointments reflect a broader shift in how organisations are purchasing marketing services, with many regional and multinational brands increasingly favouring agencies that can combine strategic leadership with scalable delivery across multiple markets.

GrowthOps said the trend is being driven by marketing procurement teams that are placing greater emphasis on regional efficiency, integrated capabilities and the ability to deliver consistent execution across different countries.

Alongside the new client wins, GrowthOps recently launched two digital platforms for semiconductor and electronics manufacturer Kulicke & Soffa, which included a multilingual corporate website and a customer software portal covering UI and UX design, Sitecore development, analytics and SEO.

“Singapore remains the strategic centre of gravity for regional marketing decisions. But the era of funding a brief entirely out of a Singapore cost base is ending,” said Shaad Hamid, General Manager and Regional Head of Performance Marketing at GrowthOps Singapore. 

“Clients are far more sophisticated about where strategic thinking needs to happen versus where execution can be delivered, and they’re choosing partners whose model reflects that reality.”

GrowthOps currently operates across Singapore, Kuala Lumpur, Manila and Hong Kong, allowing the agency to combine local market knowledge with broader regional execution capabilities.

“The model positions the agency directly against a growing procurement preference for regional capability without single-market overhead,” added Hamid.

The agency also noted growing demand for AI-driven search and discoverability services, including GEO, as brands prepare for a search landscape increasingly influenced by generative AI platforms and tools.

Chris Greenough, General Manager and Regional Head of Creative Services at GrowthOps Malaysia, shared, “They want integrated partners who can connect the full customer journey and they want that integration delivered at a price point that makes commercial sense across a region, not just in one market.” 

The latest appointments mark another step in GrowthOps’ regional expansion strategy as brands continue to prioritise integrated, scalable marketing solutions across Asia-Pacific.

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The campaign highlights Shell’s long-standing presence in Malaysia while positioning the brand as a continuing partner in the everyday journeys of Malaysians. According to GrowthOps, the campaign focuses on celebrating the determination and everyday progress of people across the country.

“For us, this wasn’t about nostalgia. It was about capturing the spirit of forward movement. ‘Made for More’ celebrates the small, determined steps Malaysians take every day, positioning Shell as the constant partner that helps turn those steps into something greater,” said Chris Greenough, General Manager and Regional Head of Creative Services at GrowthOps.

Shell recently unveiled the year-long integrated campaign during its annual Mobility Retail Conference, where a feature film for the initiative premiered. The campaign will include a range of activations throughout the year, including a nationwide contest offering RM1.35 million in prizes.

One of the central initiatives is the ‘Shell Select Ganjaran water2go Berjuta’ contest, running from 16 March to 10 May 2026. Through the promotion, customers who purchase water2go products can participate in an “open and win” mechanic, with prizes ranging from weekly rewards to a grand prize of RM135,000, alongside consolation prizes worth up to RM13,500.

The campaign also includes updates to the product lineup at Shell Select stores, with refreshed snacks and everyday essentials. As part of efforts to engage younger audiences, Shell Select is also collaborating with Malaysian pop group ALPHA.

Seow Lee Ming, General Manager for Mobility and Convenience at Shell Malaysia, said the campaign reflects the company’s ongoing commitment to its customers and communities.

“This anniversary is not just about how far we have come, but about reinforcing our commitment to keep moving forward with our customers and communities. ‘Made for More’ reflects how we continue delivering practical value, convenience, and experiences that help Malaysians get more out of every journey, today and into the future.”

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The research, released on 1 April in Kuala Lumpur, found that 93.6% of respondents have been following news about the conflict at least somewhat closely. More than half of those surveyed (56.8%) believe fuel prices in Malaysia are likely to rise if the war continues.

Another 35.6% of respondents said prices may remain stable for now but expect the government to bear higher subsidy costs to keep them controlled. The responses reflect growing awareness among consumers of Malaysia’s regulated fuel market, where the government adjusts prices under the Automatic Pricing Mechanism and continues targeted support through BUDI95.

Beyond fuel costs, many respondents expressed concern about broader affordability issues. In open-ended responses, participants frequently linked rising oil prices to inflation, transport costs, grocery prices, and other household expenses.

One respondent said they were concerned because higher petrol prices would affect “almost everything we do from purchasing groceries to even driving to work,” while another described fuel as the first domino that would “give the domino effect to our living cost.”

If fuel prices do increase, most consumers expect to adjust their spending behaviour. Only 8.8% of respondents said higher fuel prices would not significantly affect their spending or travel habits.

The study also found that reduced mobility may be a common response, with 46.0% saying they would drive less or make fewer trips if fuel prices rise. Overall, the findings suggest a consumer market that may become more cautious and value-focused as economic uncertainty persists.

“The Malaysian consumer is not waiting for a perfect economic signal. They are already mentally preparing,” said Chris Greenough, General Manager of GrowthOps Malaysia. “What we are seeing is a consumer who understands fuel price pressure as a wider household issue. This is no longer just about what happens at the pump. It is about how people expect global instability to affect everyday living.”

The study comes as global markets continue to monitor the potential effects of tensions in the Middle East on oil supply routes and prices. According to the research, the findings indicate that consumers are increasingly aware of how geopolitical developments could influence daily expenses and purchasing decisions.

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GrowthOps will support Volkswagen Singapore’s always-on brand presence and upcoming vehicle launches, with a mandate to grow owned and earned demand in one of Asia’s most competitive automotive markets. 

The Singapore auto category has seen intensified competition from established European marques, alongside a rapidly expanding wave of Chinese manufacturers, placing renewed emphasis on brand distinctiveness and relevance.

Chris Greenough, regional head of creative services at GrowthOps Asia, said, “Volkswagen has always stood for accessible innovation and driving enjoyment. What excited us about this pitch was the opportunity to help bring that fun spirit back, but in a way that is contemporary and relevant to Singaporeans.”

John Gaw, sales director, VW & LCV, Volkswagen Group Singapore, said, “We were looking for a partner who could balance brand-building with performance, and who truly understood how modern consumers discover, evaluate, and engage with automotive brands. GrowthOps demonstrated a strong grasp of our challenges, a clear creative point of view, and the ability to connect strategy, content, and demand in a meaningful way.”

Shaad Hamid, general manager, GrowthOps Singapore, said, “Singapore is one of the most demanding automotive markets in the region, both commercially and creatively. Volkswagen’s ambition aligns closely with our strength as an integrated agency, blending brand, performance, and technology to drive real business outcomes. We’re excited to partner with the Volkswagen team on the next phase of their growth.”

The appointment strengthens GrowthOps’ presence in Singapore and builds on its growing track record with global and regional brands across mobility, financial services, and consumer categories, delivering integrated marketing solutions for complex, competitive markets.

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The studio, comprising more than 30 team members and developed in under two months, has already contributed to several major initiatives including CelcomDigi’s Merdeka campaign, the iPhone 17 launch, and the rollout of its unified mobile app.

“Our strength has always been embedding within large enterprise marketing teams,” said Chris Greenough, general manager at GrowthOps Asia. “By bringing CelcomDigi’s creative needs under one roof, we can deliver faster, sharper work while enabling true collaboration across the brand’s marketing ecosystem.”

The new unit is helmed by Group Account Director Kelsey Rabindran and Creative Director Leonard Leao, with additional leadership from Creative Group Heads Juliana Lee and Leann Fernandez, Head of Social Media Felicia Cheong, and Senior Project Manager Stephanie Boey. The team also includes Sreenavin Sreedhran, who has been promoted to Creative Lead.

Separately, the company has also expanded its creative leadership structure with the promotion of Adzam Bahrin to executive creative director, overseeing a wider creative portfolio across GrowthOps.

“This launch signals GrowthOps Creative’s commitment to building bespoke solutions for enterprise clients,” added Greenough. “We believe embedded teams are the future of how ambitious brands will scale creative and marketing impact.”

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In Malaysia, GrowthOps is recognised not only for its integrated approach but also for its people-first culture. At the helm of this vision is Christopher Greenough, general manager for Malaysia and regional head of creative services. He brings with him a rare blend of agency, startup, and enterprise experience, which has given him a well-rounded understanding of the challenges leaders face at every stage of growth.

For our latest Agency Leadership Decoded feature, we recently sat down with Chris to learn more about his leadership philosophy, the initiatives that keep his team motivated, and how GrowthOps Asia is navigating the evolving agency landscape.

A startup-like agency culture

Chris’s leadership philosophy is rooted in his earliest professional experience in Malaysia.

“When I first moved to Malaysia over 15 years ago, I started as an intern at an exciting 8-person startup agency. Despite our growth since then, I’ve always tried to recreate the positive energy of that experience.”

For Chris, great leadership is simple: hire smart people who love tackling challenging problems and give them the freedom, tools, and support to excel.

“It’s about creating an environment where people feel empowered to do their best work.”

Keeping the team engaged

While he’s humble about the originality of GrowthOps’ engagement strategies, Chris focuses on doing the fundamentals really well.

“To be honest, I don’t think there’s anything truly new under the sun. My door (and messenger) is always open, I invest in people who invest in me, and I make sure we prioritise fun, like our recent team trip to Genting SkyWorld.”

He places a premium on hiring for culture fit, believing great chemistry is what makes agency life special. On a broader policy level, GrowthOps has invested in a hybrid work model, wellness support, and a transparent approach to managing workload.

“We always ensure staff receive replacement leave when needed and empower team leads to manage their teams’ happiness directly.”

These efforts have delivered tangible results: a consistent team happiness score of 8 out of 10 over the past two years, coupled with notably low attrition.

Lessons in leadership: Saying ‘no’ and practicing patience

Leading a growing agency comes with its challenges, and Chris is candid about the key lessons he’s learned along the way.

“Early on, I realised you simply can’t make everyone happy, nor can you always say yes. Learning how and when to say ‘No’—whether to clients or to my team—has been one of the most valuable lessons.”

He also underscores the importance of patience in leadership.

“As a leader, you’re continually faced with multiple demands, and there’s often pressure to make swift decisions. However, I’ve found giving decisions more thoughtful consideration creates better outcomes, reduces stress, and generates more win-win scenarios.”

Navigating change and delivering growth

Chris joined GrowthOps at a critical time: as the region emerged from the pandemic. The agency faced multiple challenges, including finding a new office space, rebuilding its culture, and diversifying its revenue streams beyond its technology focus.

“Today, I’m proud of the integrated culture we’ve built across practices and especially proud of growing our creative arm by more than double, resulting in outstanding campaigns with top-tier clients.”

But for Chris, the real milestone isn’t just the work or the awards.

“It’s rewarding to see the core team stay with us and grow their careers. That’s what I’m most proud of—knowing GrowthOps will have been a formative part of their professional journeys.”

Advice for future leaders: Empowerment over ego

Chris closes with clear, no-nonsense advice for aspiring leaders in the advertising industry.

“Be decisive yet patient, empower talented people by giving them autonomy, and always invest in building genuine team chemistry. Ultimately, a successful leader has no ego and creates an environment where their staff shine brighter than they do.”

GrowthOps Asia’s success under Chris Greenough’s leadership is a testament to the power of pairing creativity and technology—while never losing sight of the people who make it all possible.

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Shell and GrowthOps’ campaign builds on the ‘Quest For More’ campaign, focusing on the opportunity to unlock more rewards through purchases on the Shell App. 

Customers can increase their BonusLink points on the app through each purchase of fuel of items from Shell Select and Shell Café. During the campaign’s duration, users can gain significantly more points when buying Shell fuels.

Through the collaboration with GrowthOps, Shell also showcases its digital innovations and its commitment to improving customers’ digital experiences.

The campaign is running across digital-out-of-home, digital media, app, radio, CRM, and Shell’s retail stores.

“Identifying customer loyalty as the next step in our campaign journey with Shell was a strategic move rooted in the goal of building longer-term, value-driven relationships. The Quest For More campaign laid a solid foundation, and with this loyalty extension, we’re excited to offer Malaysians more reasons to choose Shell, not just for fuel but for a rewarding lifestyle,” Seow Lee Ming, general manager at Shell Malaysia, said.

“We are excited to continue the adventure with Shell. Through this campaign, we’ve created a dynamic experience that not only highlights the benefits of multiplying rewards via the Shell App but also celebrates the loyalty of Shell’s customers by making every visit more exciting,” Chris Greenough, general manager of GrowthOps Malaysia, commented.

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Chee Heng Look is promoted to associate creative director, while Sann Dee Ng is promoted to creative group head, and Thomas Chiew and Belinda Hon join as new creative group heads.

Moreover, Gillian Lim and Nicole Wong are promoted to senior account executive roles, with new hires include Nailul Aini as senior account director and Nicklaus Lam as account director. 

Lastly, Aiman Musbri is now head of paid media, Brandon Yap is programmatic media lead, with Namrata Kadam and Himanshu Patel advancing to associate director and manager of the SEO team, respectively.

Adzam Bahrin, regional creative director at GrowthOps, said, “These promotions and key hires in the creative team signals how we’re moving forward with strong and experienced individuals who will help us deliver unforgettable work for our clients. It’s also our aim to nurture the next generation of creative leaders.”

Meanwhile, Chris Greenough, general manager of Malaysia and regional head of creative services, commented, “We have been successful at attracting talent from larger network agencies with more traditional backgrounds and integrating them into our digital-first mindset. This ensures we have the capabilities to execute large 360 campaigns while maintaining our digital-first agility and thinking.”

Shaad Hamid, regional head of performance and general manager of Singapore, commented, “As we expand our team and services, our focus remains on aligning our structure with the unique strengths and expertise that our people bring to the table. By prioritising technology, talent development, and team dynamics, we ensure that our growth not only reflects our evolving capabilities but also positions us to consistently exceed client expectations across all digital media channels.”

Together, these strengthened teams underscore the company’s commitment to delivering exceptional marketing and technology solutions and solidify its position as an industry leader. By strengthening these core capabilities, GrowthOps Asia aims to drive even greater success for its clients.

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The campaign features a film starring Malaysian film icon Remy Ishak as Roger Hensem, portraying a family man who embodies the spirit of adventure in his daily routine. Roger embarks on a journey that includes driving his daughter to a remote camping site, picking up his wife from downtown for a spontaneous date, and visiting his outstation-living parents.

Shell’s latest campaign film features an adventurous score reminiscent of films like Indiana Jones, skillfully infused with Shell’s iconic sonic branding. As the campaign unfolds, consumers will delve deeper into this cinematic universe, discovering more about the characters and the advantages of Shell FuelSave 95.

Launched by GrowthOps Asia, Shell’s lead creative agency, the campaign film will be broadcast nationwide on TV, cinema, outdoor, radio, social media, and digital platforms. 

Speaking on the campaign, Seow Lee Ming, GM of Shell Mobility Malaysia, shared, “Last year, we introduced our New + Improved Shell FuelSave 95 that delivers better by far fuel economy by up to 15 KM longer per tank*. This new campaign aims to go beyond our product benefits and connect with Malaysians by showcasing how Shell FuelSave 95 is part of their daily lives.”

Adzam Bahrin, regional creative director at GrowthOps, added, “Our inspiration came from the idea that ‘every day can be an adventure,’ or  ‘sebagai pekerja, kita hari hari jadi pengembara’. We wanted to create a campaign that resonates with Malaysians and celebrates this idea.”

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The new and enhanced platform is powered by Adobe Experience Cloud and hosted on Amazon Web Services, enabling the telco to have greater autonomy and agility in managing content, as well as access to deeper and more comprehensive user analytics.

Through the improvements, U.COM.MY now offers an enhanced, trilingual customer experience through personalised content delivery, which enables the telco to achieve their overarching goal to better service their customers on digital channels.

Boon Keong, head of consulting at GrowthOps, said, “Today, marketers are being tasked with how to create an engaging experience with their customers through seamless design and analytics-driven content personalisation. In this instance, we have been able to help U Mobile to take their digital transformation journey [directly] to their customers.”

Meanwhile, Jasmine Lee, chief digital officer at U Mobile, commented that they believe that the refreshed U.COM.MY will equip them with more insights that will enable them to make more data-led decisions resulting in new digital experiences that benefit their customers.

“U Mobile is always looking at new ways to realise unlimited potential, hence, we are delighted to have partnered with GrowthOps to create and launch an enhanced U.COM.MY. Through this initiative, GrowthOps have shown to have the right capabilities to take our platform to the next level,” Lee said.

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