Tag: Malaysia

Kuala Lumpur, Malaysia – MARKETECH APAC has announced the first group of jury members for the Malaysian edition of its inaugural NEXT Awards 2025, featuring some of the country’s leading figures in marketing.

Launched to honour outstanding achievements in marketing, the NEXT Awards Malaysia 2025 celebrate forward-thinking campaigns and strategies that push boundaries in creativity and impact. The awards aim to provide a prestigious platform for individuals, teams, agencies, and organisations in Malaysia to showcase how they are shaping the future of the marketing landscape.

The jury panel, composed of esteemed Malaysian marketing experts, will lend their deep industry knowledge and perspectives to evaluate entries across a wide range of categories. Their involvement will be instrumental in recognising the best and most innovative work in the field.

The initial lineup of jury members includes:

  • Ngai Yuen Low, Group Chief Merchandise & Marketing Officer at AEON Co (M) Berhad
  • Stephanie Caunter, Director, Customer Insights, Engagement & Digital Experince at AIA Malaysia
  • Diana Boo, Chief Marketing Officer at Boost Holdings Sdn Bhd
  • Fatin Sarjat, Head of Marketing at Delima Oil Products at FGV Holdings Berhad
  • Imun Lim, Marketing Director at FrieslandCampina
  • Deon Lee, Director, Customers and Marketing at Lotus Malaysia
  • Chin Mei Lee, Chief Marketing Officer at McDonald’s Malaysia
  • Alex Goh, Vice President Marketing at Mr DIY Malaysia
  • Fiona Liao, Group Chief Marketing, Communications, and Sustainability Officer at Pos Malaysia
  • Tirzah Yeo, Head of Marketing at Woodpeckers Group Sdn Bhd

The NEXT Awards Malaysia features 49 categories spanning campaign work, agency performance, individual and team achievements, as well as the coveted Grand Prix honours. The Grand Prix recognises top-performing brands, agencies, and tech companies that accumulate the highest overall scores across multiple categories.

All scoring submitted by the judging panel will undergo review and verification by the head of the jury, who will also have the final say in confirming the list of finalists and winners.

A standout element of the NEXT Awards is its tournament-style format. All Bronze, Silver, and Gold awardees from the Malaysian edition will automatically progress to the NEXT Awards Asia-Pacific (APAC) finals, where they will go head-to-head with top winners from the Philippines, Indonesia, and the broader region. The regional showdown is set to take place on 28 November 2025 in Singapore.

Its judging criteria are as follows:

  • Marketing campaign categories:
    • Objective (20%)
    • Strategy (25%)
    • Execution (25%)
    • Results (30%)
  • Agency categories:
    • Performance (25%)
    • Culture (25%)
    • Innovation (25%)
    • Influence (25%)
  • Individual categories
    • Business Contributions (35%)
    • Leadership (35%)
    • Industry Influence (30%)
  • Team categories
    • Team Culture (35%)
    • Business Innovation (35%)
    • Team Performance (30%)

NEXT Awards Malaysia will hold its Gala Night on October 23, 2025. Other key dates are as follows.

  • Early Bird Deadline – 4 July 2025
  • Entries Deadline – 6 August 2025
  • Judging Period – 13-26 August 2025
  • Finalists Announcement –  2 September 2025

Visit our official webpage to enter the NEXT Awards Malaysia and submit your entries.

NEXT Awards 2025 also accepts entries from the Philippines, Indonesia, Singapore and APAC.

As a regional consultancy whose goal is helping ambitious brands navigate growth by combining creative, technological, and strategic capabilities, GrowthOps Asia’s model unites diverse disciplines—from marketing and design to technology and management consulting—under one roof to deliver holistic solutions that drive meaningful business results.

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.

Kuala Lumpur, Malaysia – MBCS has partnered with Pizza Hut Malaysia to turn one father’s emotional story into a moment that will last forever — quite literally.

It all started with one iconic heart-shaped pizza. After receiving Pizza Hut’s special Father’s Day ‘Pizza Heart’ from his daughter, one father shared the meaningful moment on Instagram, saying that he couldn’t bring himself to eat it. Moved by his words, Pizza Hut and MBCS teamed up to preserve the actual pizza in resin, transforming it into a one-of-a-kind keepsake.

Mun Tuck Wai, executive creative director at MBCS said, “We’ve made pizzas for celebrations, reunions and movie nights, but this is the first one that’s not meant to be eaten. Because this specific one said more than any word ever could. The Forever Pizza – a pizza that’s a bit too special to eat. Capturing a moment that’s forever etched in their hearts.”

Meanwhile, Aileen See, chief marketing officer at Pizza Hut Malaysia said, “This wasn’t just a meal, it was a memory worth preserving. It symbolises the beauty and depth of a father-child bond and reflects the kind of unconditional love that truly deserves to be celebrated. After all, only a father could light up with such joy over a simple pizza. So of course, we went the extra mile to make it unforgettable.”

The campaign celebrating the unseen sacrifices of dads sparked waves of nostalgia online, but it was one dad’s heartfelt post that led to a truly unique twist. The dad, deeply moved, said that he truly didn’t expect Pizza Hut to go above and beyond to do something like this.

Some gifts are just too special to forget. And with the ‘Forever Pizza’ by Pizza Hut, this one will last a lifetime.

Kuala Lumpur, Malaysia – LEGOLAN Malaysia Resort has appointed Mutant as its public relations agency for Malaysia and Singapore, following a competitive pitch process involving over 30 agencies, that concluded in May 2025. 

The year-long retainer, with the option to extend, will see Mutant leading media and influencer engagement for LEGOLAND’s 2025 campaigns – from new attraction launches to creative storytelling and seasonal moments that bring larger-than-life LEGO worlds to life.

The appointment comes as LEGOLAND Malaysia continues to position itself as a must-visit destination for immersive, play-fuelled experiences that spark curiosity, foster creativity, and bring families together. 

Through this mandate, Mutant will support campaign ideation, media relations, and regional publicity across both markets, tapping into its strong media and influencer networks to drive awareness and brand love through a cohesive cross-market communications strategy. 

Moreover, the agency is kicking off the partnership with the launch of LEGOLAND’s third annual Splash Carnival, a water-themed celebration running from 3 July to 3 August 2025 that’s packed with fun activities and live musical performances.

“At LEGOLAND Malaysia Resort, we believe in the power of storytelling to spark imagination and bring people together,” said Thila Munusamy, director of sales and marketing at LEGOLAND Malaysia Resort. “As we continue building awesome experiences for guests of all ages, we’re thrilled to partner with Mutant, an agency that truly understands how to craft meaningful narratives and create buzz across borders. Together, we’re set to make 2025 our most exciting year yet, full of cherished memories for families, fans, and future builders.”

“Mutant was built on the belief that bold, imaginative storytelling has the power to move people, and no brand embodies that spirit more than LEGOLAND,” said Archana Menon, Country Manager at Mutant. “We’re honoured to partner with LEGOLAND Malaysia Resort to drive creative campaigns that spark joy, curiosity, and connection. From immersive media experiences to regionally resonant narratives, we’re excited to help bring their brick-built magic to life across Malaysia and Singapore.”

LEGOLAND joins Mutant’s growing regional client list, which includes SEEK, PepsiCo, 100PLUS and F&N Magnolia – further cementing the agency’s reputation as a trusted partner for bold, experience-led brands across Southeast Asia. 

The win also marks another milestone in Mutant’s regional growth, following the launch of its Philippines office earlier this year. With established offices in Singapore, Malaysia, Indonesia, Thailand, and now the Philippines, Mutant continues to deliver strategic, creative, and results-driven communications across Southeast Asia.

Kuala Lumpur, Malaysia – CelcomDigi, together with OMD Malaysia and Media Prima, has introduced a new special segment titled ‘Kisah Benar: Scam Siber’ in TV3’s iconic crime show 999. This joint initiative aims to educate and raise public awareness about the alarming rise and various forms of cyber fraud currently plaguing the nation.

Each episode features dramatic reenactments of real cases reported to the Royal Malaysia Police (PDRM), covering scams such as phone fraud, romance scams, bogus parcel deliveries, fake investments, job offer deceptions and cash prize swindles. Upcoming topics are expected to address other emerging cyber threats, with details to be announced in the coming weeks.

In addition to the television episodes, short video capsules highlighting key prevention tips will be shared on TV3 Malaysia’s official social media accounts (@TV3Malaysia) and the 999 platform (@999tv3). Full episodes will also be available for streaming via the Tonton platform, ensuring wider access to the campaign’s educational content.

“Cybercrime is real, and it is evolving faster than ever in today’s digital age. We believe awareness is the strongest first line of defence,” said Chan May Ling, head of brand & marketing services at CelcomDigi. “Through Kisah Benar, we want to help Malaysians recognise, resist and report scams, and ultimately foster a safer digital environment for all.”

The project is a collaboration with OMD Malaysia and Omnia TV. For OMD Malaysia’s Managing Director Mayank Bhatnagar, the revival of the iconic Kisah Benar series underlines a commitment to creating purposeful media campaigns that resonate with the public.

“We are going beyond delivering media placements to actively educate Malaysians about real cyber scam stories, fostering brand trust, and empowering them to stay vigilant,” Bhatnagar said.

The new segment comes amid growing concerns about sophisticated online threats such as phishing websites, social engineering and data theft. By using real-life stories and practical advice, the series hopes to make digital safety tips relatable and easy to understand.

Kuala Lumpur, Malaysia – Guinness Malaysia has named Archetype Malaysia its public relations agency of record for 2025, following a competitive multi-agency pitch. The appointment will see Archetype lead all PR efforts for the Heineken Malaysia Berhad flagship brand throughout the year, including major brand campaigns and high-impact initiatives like Guinness’ ongoing partnership with the Premier League.

Archetype Malaysia won the pitch by impressing Guinness with its strategic thinking, strong cultural insights, and “earned-first” creative approach. 

Under the new mandate, the agency will develop an integrated PR programme that spans storytelling, influencer marketing, and experiential activations, aiming to deepen brand relevance, expand media impact, and strengthen consumer engagement.

Joyce Lim, marketing manager for Guinness Malaysia, said the agency stood out with its fresh ideas to amplify the brand’s football platform. “We’re pleased to appoint Archetype Malaysia to lead all PR campaigns for Guinness Malaysia. Archetype impressed us with their fresh and exciting ideas to amplify our football platform, particularly as we continue to build momentum around the Premier League,” Lim said. 

She added, “Archetype’s PR strategy brings a strong narrative angle that complements and enhances our brand goals. We’re confident in the agency’s ability to bring this campaign to life with the passion and boldness that Guinness is known for.”

The appointment builds on Guinness Malaysia’s recent “Spirit of Togetherness” campaign in 2024, which focused on uniting football fans through match-viewing experiences and community-based activations. 

For this year, the brand aims to scale its voice across more platforms and occasions, with Archetype tasked with crafting a cohesive PR strategy that builds emotional affinity, reinforces brand purpose, and connects meaningfully with consumers year-round.

Meanwhile, Lee Tiam Siang, managing consultant at Archetype Malaysia, said the partnership is about capturing the communal spirit of football in an authentic and distinctly Guinness way. “Football is more than just a sport — it’s a shared ritual and a universal language that unites people across backgrounds,” Lee said. “Our partnership with Guinness is about fuelling that passion in ways that are authentic, energizing, and distinctly Guinness. We’re honoured to help shape an unforgettable year ahead for the brand and its fans.”

Consumers can expect a dynamic rollout of storytelling-led campaigns throughout the year, from football fever to lifestyle moments, all anchored in Guinness’ signature values of bold flavour, character, and togetherness.

Kuala Lumpur, Malaysia – Following the release of Squid Game Season 3, Netflix bid a dramatic farewell to the popular series in Malaysia last weekend with an immersive three-day exhibition at LaLaport Bukit Bintang City Centre, drawing over 8,000 fans eager to revisit the series’ deadly games one last time.

The event, Squid Game: The Exhibit, ran from 27 to 29 June to celebrate the launch of the third and final season of the global hit, which premiered on 27 June. Fans — many dressed as their favourite characters — stepped into elaborate set pieces inspired by iconic challenges from all three seasons.

The exhibit opened on Friday with a striking visual spectacle: 50 Pink Guards marching in formation alongside Young-hee and Chul-su, the towering, sinister dolls who have become symbols of the franchise. Visitors were welcomed onto a pink carpet with a giant Squid Game invitation card marking the start of their “player” journey.

Highlights included a giant honeycomb dalgona with a Malaysian twist, featuring a carved wau bulan design, nodding to local heritage. A game inspired by Season 2’s Flying Stone was adapted with a giant selipar in place of the original stone, evoking a familiar childhood game for Malaysian visitors.

Season 3’s new challenges were also on display. Young-hee and Chul-su, each standing 18 feet tall, oversaw the Jump Rope Challenge, where participants tested their reflexes for the chance to win exclusive Squid Game merchandise.

Pink Guards roamed the arena throughout the event, keeping players “in line” and guiding them through activities. Adding to the local flavour, Malaysian actor Amir Ahnaf — known for his viral role as Panos, Malaysia’s own “Thanos” in a Netflix Malaysia promo — made a special appearance on 28 June to greet fans.

The finale exhibition marks the end of Netflix’s multi-year run of Squid Game-themed experiences in Malaysia, offering one last opportunity for fans to immerse themselves in the twisted, dystopian world of the global phenomenon.

Kuala Lumpur, Malaysia – ORO Malaysia, the local arm of Tokyo-based integrated cloud solutions and marketing communications provider ORO Co., Ltd., has announced the appointment of Eri Obana as its new managing director and Yosuke Miki as director. The leadership changes come as the company sharpens its focus on regional expansion and digital innovation across Asia.

Obana, who brings over 17 years of experience in digital marketing, has worked with major clients in finance, real estate, e-commerce, travel, and food manufacturing across Asia. She began her career in 2008 at Japan’s OPT Inc., where she helped establish the agency’s presence in Malaysia in 2013. 

The Malaysian branch, which operated under the Crossfinity Digital Asia name, was later acquired by ORO. Before her promotion, Obana served as sales manager, leading business development efforts.

Meanwhile, Miki joined ORO in January 2024 as regional managing director, overseeing business development across the company’s offices in Malaysia, Thailand, Vietnam, Taiwan, and China. His career spans roles at Hakuhodo Inc., Accenture, and The Walt Disney Company, with expertise in branding-led customer experience, service design, and digital acceleration. 

At Hakuhodo, he was involved in crafting digital strategies for Japanese companies expanding into ASEAN, while at Accenture he worked on One-ID implementation and multi-country expansion strategies.

Coinciding with the leadership appointments, ORO Malaysia has also announced the relocation of its office to Stellar Suites in Puchong, effective 2 July 2025. The move is part of its broader strategy to expand operational capabilities in the Malaysian market.

ORO Malaysia positions itself as an ‘Experience-First Agency,’ offering full-service integrated digital marketing solutions including creative, strategy, analytics, advertising, content performance, and conversion rate optimisation through A/B testing, multivariate testing, and UI/UX research. Its client portfolio spans sectors such as automotive, logistics, electronics, finance, retail, and pharmaceuticals.

The parent company ORO Co., Ltd. is headquartered in Tokyo and listed on the Tokyo Stock Exchange Prime Market. Beyond marketing communications, it has developed ‘RIAL,’ a proprietary AI-based generative photography system that enables virtual try-on experiences for e-commerce sites, already in use on major online platforms across Asia.

Kuala Lumpur, Malaysia – Taylor’s University has released a new brand film titled ‘The Bold Rise Together’ focusing on its narrative of collective resilience and highlighting the university’s resilience in the global academic stage. The film was released following the university’s ranking 253rd in the latest QS World University Rankings 2026.

In an interview with MARKETECH APAC, Philip Rom, manager of content at Taylor’s University, noted that the objective of the film is to visualise what this ranking represents from a human perspective.

“Taylor’s has consistently ranked among the world’s best, but rankings alone don’t tell the full story. Our intention with this new film was to express what our ranking truly represents in a more human and resonant way. We are a university that rises by lifting others,” he explained.

In order to conceptualise the vision for the film, Philip and his team asked one question: “We asked ourselves: How do we translate academic excellence into something people can feel? How do we tell a story that reflects our stature while staying grounded in shared experience.”

From there, the narrative for ‘The Bold Rise Together’ was born, done alongside 2117 Productions.

Looking at a creative standpoint, Philip said that they chose to move away from typical tropes like facilities or faculty accolades, and focused more on the student journey.

“We followed three student journeys. Different backgrounds, different struggles, and one shared decision to rise. That was the heart of it. We wanted the story to feel lived-in and honest. Something you don’t just watch, but feel,” he said.

Moreover, Phil noted that ‘The Bold Rise Together’ isn’t just a film but also a greater manifestation of what Taylor’s University represents as a top higher education institution not just in Malaysia but also on a global scale.

“This is more than a film. It is our way of making an intangible truth visible. Our strength as an institution lies not just in outcomes, but in the values we uphold along the way. And in doing so, we hope the world sees not only where we are ranked, but who we are,” he concluded.

Meanwhile, Barry Winn, vice-chancellor and president at Taylor’s University, commented, “As a modern progressive institution, we are committed to building world-class education driven by innovation and real-world impact. We are growing our student community, investing in staff, and advancing capabilities to address global challenges through industry partnerships, AI-powered learning, and purpose-driven innovation.”

He added, “In line with our aspirations to facilitate nation-building efforts, we aim to empower students to reach their full potential, align research with national priorities, and foster local and global partnerships that drive meaningful change. In doing so, we support Malaysia’s efforts to develop talent and strengthen its position as an education hub in the region.”

Kuala Lumpur, Malaysia – Malaysians are hitting the road again—but this time with more planning, greater purpose, and an increasing reliance on digital platforms. New insights from TNG Digital reveal how travellers are reshaping their journeys in 2025, signalling major shifts in behaviours, motivations, and spending patterns.

Domestic travel remains a mainstay, with 60% of users exploring destinations within Malaysia. But outbound travel is surging. Nearly 40% are visiting Southeast Asia, while 30% are venturing to East Asia, with Japan, Korea, and Hong Kong leading the way.

This reflects a traveller who is confident with cross-border journeys, yet still rooted in the region—offering marketers fertile ground for regionally relevant campaigns, co-branded travel initiatives, and cultural storytelling that resonates beyond borders.

Moreover, Malaysians are travelling in diverse ways: 32% plan family getaways, 27% travel solo, 23% opt for group trips with friends, and 18% seek couples’ retreats. Each segment comes with distinct motivations and spending behaviours, making persona-based targeting not just strategic—but essential.

The report also reveals why behind travel is taking centre stage, with exploration and new experiences topping the list of motivations (52%), followed by event-based travel such as festivals and concerts (29%), visits to loved ones (29%), and business trips (17%). For marketers, this means experience-led content—aligned with cultural calendars and passion points—is more powerful than destination promotion alone.

Travel planning now spans extremes—42% of travellers are booking a year ahead, while 18% wait until the last minute. Despite the contrast, over half (52%) prefer to book directly through hotel or airline websites. Marketers are encouraged to adopt a dual-track approach: inspire long-term planning, while also being ready to convert short-term intent.

Integrated ecosystems are gaining traction—where users can seamlessly book airport transfers, event tickets, or travel guides from within their digital wallets.

A striking 79% of TNG eWallet users now purchase travel insurance, citing concerns such as lost luggage (55%), medical issues (49%), and flight delays (40%). Travel insurance has shifted from a nice-to-have to a travel essential—especially when offered directly through trusted digital channels.

In addition, 42% of users purchase travel e-SIMs before leaving, and 37% activate roaming plans in advance. Telcos and digital service providers have a clear window for engagement: bundle travel passes with connectivity, insurance, and rewards to deliver added value and convenience.

Abroad, cards remain dominant—used by 73% of travellers—while 54% still carry cash. But QR payments are quickly catching on, now used by 18% of Malaysian travellers, especially in QR-friendly markets. TNG eWallet is already expanding QR payment acceptance across Asia, enabling real-time, cross-border digital spending.

Instead of segmenting by income (B40, M40, T20), the report highlights a shift toward behavioural segmentation. Whether budget-conscious or experience-driven, what sets travellers apart is how they engage digitally and what drives their travel choices.

For instance, B40 users focus on affordability, M40s seek value-adds, while T20s prefer premium, frictionless experiences. Understanding the digital signals behind these behaviours helps brands craft more personalised, effective engagement strategies.

“Malaysians are not just travelling more—they’re travelling differently,” said Wong Chee Mun, head of merchant services (business) at TNG Digital. “TNG eWallet isn’t just a payments platform—it’s a billboard, a travel agent, and a search engine rolled into one. We help turn awareness into action by enabling relevant, contextual, and seamless experiences at every step.”

As digital becomes central to how Malaysians travel—from research to booking, payment, and even insurance—marketers who can embed themselves into this journey stand to gain more than just visibility. They gain trust, relevance, and long-term loyalty.