Kuala Lumpur, Malaysia – Alex Goh, most recently the chief strategy officer at Naga DDB Tribal, has joined Astro as its head of strategy and product for Astro Media Solutions. In his role, Alex aims to assist brands in gaining a larger market share by leveraging the power of entertainment to break through the noise.

“In the high clutter world we live in today, I am excited by the prospect of leveraging Astro’s rich capabilities to deliver content and entertainment-led integrated brand experiences – across screens (and even screenless environments i.e. radio), via both online and offline channels. And to do so in a way that balances creativity and effectiveness,” Alex said in an exclusive conversation with MARKETECH APAC.

How agency leadership will translate into his new role

Prior to his new role at Astro, Alex held the chief strategy officer position at Naga DDB Tribal for four years, where some of his key responsibilities revolved around driving agency transformation by leading initiatives to enhance data, processes, controls, and talent management while introducing AI-driven strategy development to improve quality and efficiency.

Moreover, his leadership responsibilities encompassed mentoring and coaching a team of strategists, fostering a culture of continuous learning and growth. 

He also led the joint-strategic function for The ONE Team, a creative partnership between Naga DDB Tribal and M&C Saatchi following the Celcom and Digi merger.

“My past experiences including my time at Naga DDB Tribal had always revolved around working with brands to define their brand’s story, and then finding the most compelling ways to present that story to the world,” Alex said.

Looking back, Alex stated that one of the things he aims to bring over in his new role is his ability to have a deeper understanding of people to make worthwhile connections through brand storytelling.

“A big part in doing this well is rooting in a deep understanding of people; this helps brands find the right orientation in identifying a story worth telling, to be told in a way that’s worth people’s time and attention. Now, I just have access to interesting touchpoints, content and IPs to do just that. Telling brand stories and creating brand experiences at the intersection of the brand’s best self and people’s needs and interests has always been my professional pursuit,” he explained.

Navigating the future of advertising solutions

For Alex, one of the key challenges in advertising revolves around how agencies and brands are increasingly focused on understanding the gap between reach and impact.

“In the high clutter environment we all live in, beyond just stated reach and impressions, getting attention for brands remains a constant and growing challenge. Without attention, everything else that we talk about and fuss over – from the right targeting to the right message and excellent creatives – becomes academic,” he said.

He also highlighted how multiple studies have shown that there is a significant variation in the levels of attention afforded by different platforms. And in this regard–in what may come as a surprise to many–TV and BVOD consistently lead when it comes to video platforms.

“So in response to shifting media behaviours and to help brands thrive in the attention economy, among others, it requires a total video solution across linear and on-demand environments, across both small and big screens,” he said.

Alex added, “And that’s what Astro’s addressable advertising offers, among others – extending and refining the access of brands to the media environments that are most conducive for audiences to receive a brand’s message and thus most profitable for a brand.”

Speaking on trends that will shape the future of advertising, Alex notes that artificial intelligence will impact marketers to make their lives both easier and harder. But why harder? 

“Because among other things, AI will result in an explosion of content being released. But, there’s literally not enough human attention to go around,”

With that in mind, Alex notes that he sees a resurgence for many marketers to go back to brand fundamentals by embodying the principle ‘right audience, at the right time, with the right message, presented in the right setting.’

“I also observe a return to brand fundamentals too – in this digital age, to balance reach and relevance as marketers find their optimum mix of brand building versus sales activation; not because it’s trendy but because sustainable growth relies on it,” he concluded.

As Astro increasingly seeks impactful ways to connect with audiences in a competitive marketplace, Goh’s leadership will play a pivotal role in shaping advertising solutions that are not only data-driven but also deeply resonant with consumers. 

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 – Local bottled water manufacturer Spritzer has appointed Universal McCann as its media agency of record. The mandate officially commences on February this year.

UM’s remit will encompass all media duties including strategy, planning, buying, research, and data and analytics for Spritzer. The news comes following a competitive pitch review which commenced in November 2024.

Sue-Anne Lim, chief executive officer at Universal McCann said, “Spritzer is a trailblazer in the Malaysian bottled water industry, with a strong commitment to innovation, sustainability, and delivering delicious hydration solutions.”

She added, “Likewise, UM has always been at the forefront of where opposites meet – analytics and creativity, data and content, science and art – able to deliver with a full spectrum of services in between. We are excited to marry our expertise to support Spritzer as a brand leader in this market and have great things in mind for this partnership.”

Meanwhile, Shiao Chan, head of marketing at Spritzer, commented, “UM has exceptional creative thinking and innovation at its very heart. They understood the task at hand, and demonstrated a keen understanding of our brand to develop a strong strategy that clearly demonstrates growth and business impact.”

She added, “This left and right brain thinking on how media and creative comes together, hand in glove, is what we were looking for. We look forward to building on this collaboration to help us propel our brand into its next chapter of growth.”

Kuala Lumpur, Malaysia – KAF Investment Bank, together with Carsome, MoneyMatch, Jirnexu and StoreHub, have announced that they have received official approval from Bank Negara Malaysia (BNM) and the Ministry of Finance (MoF) for its operating entity KAF Digital Berhad to commence operations as a digital bank, starting 20 December 2024. 

This approval is granted following a comprehensive and successful operational readiness review recently validated by BNM. 

The operating entity, which is now formally known as KAF Digital Bank, seeks to deliver a robust and resilient banking infrastructure that underpins the trust and expectations from Malaysians. 

Together with the consortium partners, entities which are fully Malaysian Malaysian and comprise well-known household names, KAF Digital Bank aims to serve the people while continuously strive to deliver Shariah compliant innovative banking products and services. 

KAF Digital Bank will soon move forward into an Alpha Testing Phase with a small select user group prior to progressing into a Beta Phase with a wider user group. Upon successful completion of the closed-group testing phases, KAF Digital Bank will be made ready for public sign-ups. 

“We aim to continuously improve our product value propositions and provide our customers with a secure, safe and efficient banking platform, catering to the evolving needs of today’s tech and financially savvy customers,” the bank said in a statement.

Established in 1975, KAF is a well-diversified Malaysian financial services group with deep experience loyally serving customers in both Shariah and conventional fixed income and money markets, investment banking, funds management and unit trusts and trustee services.

Kuala Lumpur, Malaysia – The Malaysia Digital Economy Corporation (MDEC), under the purview of the Ministry of Digital, has rolled out an intitiative to accelerate small medium enterprises (SMEs) digital transformation nationwide, starting with the northern state of Penang.

Said initiative is aimed at empowering SMEs with the tools, knowledge and support needed to embrace digitalisation and thrive in the digital economy

The programme was designed to address state industry-specific challenges faced by SMEs in adopting and scaling digital transformation. 

It also aimed to co-develop actionable solutions with stakeholders, to create a supportive ecosystem for digital enterprises to flourish, to facilitate dialogue sessions to share insights and best practices, while also nurturing and enhancing partnerships that accelerate digital adoption and innovation for the greater good of the SME community. 

It includes an engagement programme with Penang-based SME associations in the newly opened Ministry of Digital’s Zon Utara Office in George Town. In his address to the SME community present at the event, MDEC CEO Anuar Fariz Fadzil said that SMEs should view technology as an investment for unlocking growth, enhancing competitiveness and future-proofing their businesses.

“Technology is a necessity in today’s rapidly evolving landscape. By adopting digital tools and innovative solutions, SMEs can significantly improve their efficiency, reach and resilience in the global market – while also realising greater productivity and operational efficiencies,” Fariz said.

He added, “At MDEC, we are dedicated to providing SMEs with practical digital solutions to enhance efficiency and competitiveness. We look forward to welcoming more companies to achieve MD status, fostering greater innovation and creating a clear pathway for driving growth and competitiveness.”

This engagement programme reflects the Ministry’s and MDEC’s commitment to building a thriving digital economy that benefits the entire nation, from businesses to the rakyat. To date, RM30.96 million has been awarded to Malaysia Digital (MD) grant recipients in Penang, with 173 companies in the state already achieving MD status. 

The MD status aims to support businesses involved in digital and technological activities, fostering growth and cultivating a more dynamic and supportive environment for digital enterprises. It offers a variety of benefits to companies with the MD status, including tax incentives, grants and funding, business matching and access to networks. 

To further encourage more companies to embark on the MD status and enjoy its benefits, an initiative will be unveiled by the Ministry in the near future. It aims to help SMEs enhance efficiency and reduce operational costs by up to 20% through customised digital solutions that address their specific business needs and challenges. 

Kuala Lumpur, Malaysia – Mudah.my and CelcomDigi, with support from the telco’s media agency OMD Malaysia, have teamed up to introduce a feature integrating CelcomDigi’s Fibre and 5G Home WiFi services into Mudah’s Property website, simplifying the search for homes with reliable connectivity.

With this, users can access CelcomDigi’s Fibre and 5G Home WiFi services directly through Mudah’s Property website. This collaboration makes it easier for users to explore connectivity options that align with modern digital lifestyles. With CelcomDigi’s extensive fibre and network coverage, homeowners and renters can enjoy high-speed internet wherever they live.

Homeowners can also benefit from CelcomDigi Fibre with speeds up to 1Gbps and FREE Fibre-to-the-Room (FTTR). Additionally, AI smart home devices are available starting at just RM2/day. For renters, CelcomDigi 5G Home WiFi offers a convenient solution for fast and reliable connectivity on demand.

Teh Han Ming, head of Mudah Property, said, “We’re excited to partner with CelcomDigi to enhance the property search experience for our users. Mudah Property, with over 350,000 property listings across Malaysia, remains committedto empowering home seekers by offering a wide range of choices and unparalleled convenience. Through this collaboration, we are providing users with valuable insights about connectivity options available via CelcomDigi’s Fibre and 5G Home WiFi services, helping them make informed decisions about their future homes”. 

He added, “This strategic partnership not only enhances the value we deliver to our users but also enables CelcomDigi to reach a broad and diverse audience through our trusted platform. Together, we ensure that users can discover not only their ideal home but also the best connectivity options to suit their digital lifestyles.”

Meanwhile, Aliasgar Hirani, head of digital at OMD Malaysia, commented, “OMD Malaysia led the collaboration by identifying the opportunity and building a robust partnership between our client CelcomDigi and Mudah. This market-first initiative is a good fit as it addresses consumers’ need for Internet services when renting or buying a home, thereby increasing brand consideration for CelcomDigi. It also highlights OMD’s creative media practice, which combines behavioural and cultural insights to elevate our activations and media partnerships, ensuring maximum relevance for our clients and creating more impactful connections with consumers.”

Kuala Lumpur, Malaysia – South Korean bakery-café chain TOUS les JOURS is set to re-enter the Malaysian market, made possible by a partnership by its parent company CJ Foodville and retail and e-commerce group Stream Empire Holdings. 

The first branch will be opening in the second quarter at Sunway Pyramid Mall, with a second one planned for Sunway Velocity Mall. 

TOUS les JOURS first entered in Malaysia in June 2013 but exited in 2017, closing its four stores back then.

CJ Foodville stated plans to utilise its thriving TOUS les JOURS operations and established supply chain in neighbouring Indonesia to support its expansion into Malaysia, which it views as a key strategic hub for driving further growth in Southeast Asia.

TOUS les JOURS first entered the Indonesian market in 2011 and established a halal-certified production facility there in 2019. By 2023, the brand had grown to over 70 outlets in Indonesia, achieving a 20% year-on-year increase in sales and a 27% year-on-year rise in operating profit.

“We plan to establish TOUS les JOURS as a healthy and fresh premium bakery brand in Malaysia and accelerate our expansion into Southeast Asia. We will create strong synergy effects by utilising our successful business foundation in Indonesia and the infrastructure of our local partner in Malaysia,” a CJ Foodville spokesperson said. 

Alongside South Korea and Indonesia, TOUS les JOURS’ East Asia network also comprises stores in China, Vietnam, Singapore, Mongolia and Cambodia. 

Kuala Lumpur, Malaysia – As part of its ongoing collaboration with regional super-app Grab, The Clan created a docuseries dedicated to telling deeply personal stories of the women who work as drivers and delivery partners. 

For the agency, the series features the ‘Motivation Meter?’ which serves as the measure of what drives the women to drive for Grab.

Based on Grab’s commitment to creating opportunities and helping individuals realise their ambitions, the agency highlighted three unique stories across Three Pillars: Caregiver, Safety Net, and Savings Goal. 

These included a single mother who gained the flexibility to work while raising an autistic child, a writer who was retrenched from a publishing firm yet managed to self-publish her first book, and an exercise instructor who nearly lost her home to debt.

Through the narrative device of a “Motivation Meter” the audience got to witness what made these women tick, and what saw them through their most difficult times. 

Sam Lai, head of art at The Clan explained, “We wanted a storytelling approach that diverged from the conventional talking-heads-in-cars type of interviews. So by adding this element of the Motivation Meter, it provided a unique angle for these inspiring women to share their deepest motivations. This offered a more intimate and authentic glimpse into their world and what inspires them to go the extra mile every day.”

The campaign debuted in mid-November, and has since garnered over 5.9million views on YouTube alone. It also aired on national television, drawing even more substantial viewing numbers. 

Singapore – SEEK, which operates the online employment marketplace Jobstreet, has announced its new leaders in Singapore and Malaysia as part of its growth strategy in the region.

SEEK has appointed Vic Sithasanan and Nicholas Lam as managing directors (MD) in Singapore and Malaysia, respectively. In their new roles, Sithasanan and Lam focuses on spearheading business growth and expansion while enhancing operations.

Sithasanan previously led the company’s operations in Malaysia for three years. During his tenure, Jobstreet saw significant financial growth in the country and strong partnerships with employers.

Before joining SEEK, Sithasanan also held senior leadership roles in the digital technology sector across businesses in Asia.

Meanwhile, Lam was formerly the regional head of growth and monetisation for Asia at SEEK, during which he contributed to the company’s regional expansion. When he first entered the company in 2018, he led the regional customer experience and service operations across different Asian markets.

Lam has also held senior leadership roles in the media industry.

“I’m excited about this new chapter in Singapore. The opportunities in this market are immense with Singapore being one of the leading business and talent hubs not just in the region, but in the world. I look forward to leveraging my experience to drive our strategic vision forward while delivering value to talent and employers in the country,” Sithasanan commented.

Lam said, “It’s an incredible privilege to step into this role and lead the charge in advancing our mission. Working alongside our talented team in Malaysia, I’m excited to engage directly with job seekers and employers to drive impactful changes in the job market. Together, we will empower individuals to unlock their full potential, connect them with opportunities that transform their lives, and create a stronger, more dynamic workforce for the future.”

Kuala Lumpur, Malaysia – BigPay, the fintech company under MOVE Digital–Capital A’s digital arm–, is reportedly experiencing a mass exodus of its top executives, according to a report from Fintech News Malaysia.

According to the report, the executives reportedly leaving the company are chief executive officer Zubin Rada Krishnan, chief operating officer Mitherpal Sidhu, chief growth and commercial officer Chris Manguera, and chief of staff and head of strategy Meirisha Berisdha

Unnamed sources have also stated that chief technology officer Siddharth Ravichandran will be leaving the company, but remains unconfirmed.

MARKETECH APAC has reached out to BigPay for their comment.

It is worth noting that BigPay also the departure of its co-founders Salim Dhanani, Chris Davison, and Navin Rajagopalan at different times, with Dhanani recently leaving in 2023.

In Capital A’s latest financial results for the third quarter of 2024, it had noted that BigPay’s revenue reached RM8.7m, with an EBITDA loss narrowed by 2% YoY to RM21.7 million, which was improved through cutting staff cost. Moreover, it had recorded that the recent launch of BigPay Lite saw 44% of new users in 3Q2024 onboarded via this channel.