The reappointment follows nearly a decade of collaboration, during which Grey has worked on Coway’s brand positioning and communications strategy. Over this period, Coway has strengthened its positioning in the Malaysian market as a home wellness brand, including maintaining its standing as a leading water purifier brand in the country.

This year, Coway Malaysia will work with two main creative agencies, with Grey leading strategic and creative direction. Under the renewed mandate, Grey will continue to oversee Coway’s brand vision and develop a topline communications guide to ensure consistency across agency partners.

Speaking on the reappointment, Irene Wong, CEO of Ogilvy Group Malaysia, said, “Our journey with Coway Malaysia has been one of true collaboration, built on mutual trust and a relentless pursuit of excellence. Being reappointed as their lead creative agency is a testament to the enduring impact of our work and our shared vision for innovation in the home wellness space. We are incredibly proud to continue upholding Coway’s brand identity and bringing its narrative to life as the brand continues its journey forward.”

Grey’s scope of work in 2026 will include brand-building initiatives such as Coway’s 20th anniversary campaigns, product launches and large-scale activations, including Coway Run.

Graham Drew, chief creative officer at Ogilvy Group Malaysia, added, “This reappointment is a profound validation of our team’s strategic acumen and creative horsepower. We have consistently pushed boundaries to connect Coway with its audience in meaningful ways. Leading the charge on the 20th Anniversary and embedding innovation across all communications are incredible opportunities to showcase the depth of our partnership and our ability to deliver iconic work.”

Janice Tan, group manager of marketing division at Coway Malaysia, said the partnership has played a key role in the brand’s development. “Grey has been more than just an agency. They have been a strategic partner in our growth story. Their deep understanding of our brand, coupled with their ability to craft compelling narratives, has been invaluable in positioning Coway as a leading home and wellness brand in Malaysia. We have immense trust in Grey’s strategic vision and creative capabilities, and we look forward to celebrating our 20th Anniversary and embarking on our next chapter of innovation with Grey at the helm.”

Alongside the reappointment, Grey Malaysia is collaborating with new agency partner Dentsu Malaysia to support Coway’s continued brand growth.

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In their new positions, Wong and Drew will lead the Group’s agency brands in Malaysia, Ogilvy and Grey. Both agencies will continue to operate independently and maintain their distinct identities, but the newly appointed leaders will collaborate with teams across the two brands to maximise shared expertise and capabilities for clients.

The company confirmed that Michelle Ong will continue as executive group director of Ogilvy Malaysia, overseeing the agency’s client portfolio. Cindy Quek will remain managing director of Grey Malaysia, and Kunal Jeswani will continue as CEO of Ogilvy Group ASEAN, supporting the group’s operations in Malaysia.

Jeswani said: “Irene and Graham’s proven leadership and deep understanding of the market will be instrumental in ensuring our clients benefit from an even broader range of talent and specialised expertise. This appointment also underscores our commitment to creating opportunities for our top talent to have a broader, more profound impact on our business and our clients’ success.”

Wong commented, “Stepping into this role draws on everything I’ve built over the years — a deep understanding of the Malaysian market, extensive experience with MNCs, GLCs and government organisations, and a firm belief in the power of collaboration. By honoring the distinct strengths of both Ogilvy and Grey, while preserving their unique identities and fostering purposeful partnership, we will unlock new possibilities, drive greater innovation, and create deeper, more holistic value for our clients.”

Drew said, “I’m passionate about the creative potential here and this role represents a unique opportunity I’m truly excited to embrace. Whilst Ogilvy and Grey continue to operate as distinct businesses, we are united by a shared creative culture — one that pushes us to elevate ideas that move people and move business. By innovating at the intersection of brand, experience, and commerce, and by bringing together craft, data, and technology, we’ll create work rooted in Malaysia with the power to resonate far beyond.”

Wong has overseen Grey Malaysia’s transformation in recent years, expanding its capabilities and strengthening major client relationships, including Tenaga Nasional Berhad, Telekom Malaysia, Coway, Maybank, CelcomDigi and several national-level initiatives such as the National COVID-19 Immunization Programme and Malaysia’s National Budget 2022/23.

Drew has played a key role in elevating Grey Malaysia’s creative credentials, leading work for brands such as P&G, WWF, SK-II, Tesco, Reckitt, Pantene, Volvo and Carlsberg.

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