100PLUS hands creative and social media remit to its media AOR

Isotonic drink brand 100PLUS has expanded its mandate for Dentsu Malaysia to now include creative and social media, following a competitive pitch process. The move is designed to ensure a fully integrated brand experience across paid, earned, and owned channels, building on Dentsu's existing role as the beverage brand’s media agency of record (AOR) since late 2024.

The agency will take on creative and social media responsibilities for the brand starting this month, October, following a pitch process that began mid-year and concluded recently. Back in 2024, A+M reported that 100PLUS had picked Havas Malaysia as its creative lead agency, and IPG's Mediabrands Content Studios (MBCS) as its digital and social agency of record.

Leong Wai Yin, CMO of F&N Beverages Marketing, said the expansion aligns with 100PLUS’s vision of energizing everyday moments. “100PLUS has always been about inspiring energy and refreshment in the everyday moments that matter. For that, we need a partner that is able to connect strategy, creativity, and technology in a way that keeps us ahead of our consumer expectations."

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"They stood out with their sharp strategy, deep audience insights, and bold ideation. What excites us most is how integrated solutions spanning media, creativity, and social will allow us to bring these ideas to life in a way that truly drives growth for 100PLUS in Malaysia," Leong added. 

The new creative and social media responsibilities are expected to reinforce the brand’s engagement with Malaysian consumers through content that connects meaningfully across multiple touchpoints. The expanded remit leverages the network’s Media++ approach, which positions media at the centre of brand activity while layering creativity, data, and technology. This integrated approach aims to unlock scalable growth solutions, deepen engagement, and create more entry points for consumers to interact with the 100PLUS brand.

Audrey Chong, CEO, Dentsu Malaysia, highlighted the opportunity to translate 100PLUS’s long-standing legacy into contemporary experiences. “100PLUS is a household name that inspires Malaysians to stay active, refreshed, and energised. Our role is to take that powerful legacy and translate it into modern consumer experiences," she said.

"By extending our partnership, we can bring the best of our creative storytelling, social expertise, and data-driven media solutions to ensure 100PLUS continues to engage audiences in meaningful and relevant ways," added Chong.

The brand’s move reflects a growing trend among Malaysian beverage and FMCG brands to create fully integrated marketing ecosystems that combine media, creativity, and digital engagement. By expanding its brand mandate to include creative and social responsibilities, 100PLUS is positioning itself to not only maintain its household presence but also drive deeper engagement with the next generation of consumers.

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