Astro names creative and media AORs after competitive review

Astro Malaysia has completed its agency review to appoint new creative and media partners in a move to strengthen its marketing ecosystem and sharpen strategic execution across its platforms.

Following an extensive pitch process involving leading agencies, Naga DDB Tribal has been reappointed as Astro’s creative agency-on-record (AOR), while Publicis Malaysia joins as its new media AOR. Both partnerships will officially commence in early 2026.

Previously, WPP Media (Mindshare) was the streaming and entertainment company's media AOR since 2022, for a two-year appointment. Naga DDB Tribal's Talon Creative had been on the creative account for a cumulative 17 years.

The review, conducted with the support of Astro’s business and procurement teams, was designed to identify partners capable of delivering innovative, audience-focused strategies aligned with Astro’s long-term growth ambitions. Evaluation was guided by rigorous criteria aimed at uncovering creativity not just in ideas, but in strategic and media thinking.

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According to Astro, Naga DDB Tribal and Publicis stood out for their ability to drive meaningful value and sustained impact beyond immediate ROI, offering integrated solutions that combine innovation, creativity, and performance.

“We are pleased to continue our journey with Naga DDB Tribal and welcome Publicis Malaysia as a new marketing partner. Both demonstrated a clear understanding of our strategic priorities and the capability to deliver impactful results, setting themselves apart in a strong field of contenders,” said Tai Kam Leong, chief sales and marketing officer at Astro.

Beyond its AOR partnerships, Astro will maintain collaborations across its wider network, including Astro Media Solutions (AMS) and KULT, its digital marketing venture, to deliver integrated solutions for clients. The company said it remains open to dialogue and industry partnerships as it continues to innovate in a rapidly changing media landscape.

Previously, Tai told A+M that the process had been “meticulous, deliberate and transparent,” covering every stage from briefing and requirements through to fair timelines and adherence to industry guidelines.

The review began earlier this year with a request-for-information (RFI) stage, before progressing to a formal request-for-proposals (RFP) round in May. At that time, a total of seven agencies were invited to participate, including Leo Burnett, Accenture Song, Reprise, and Naga DDB for the creative account; and Starcom, Omnicom Media Group, and WPP Media for the media brief.

“The motivation was simple. To find partners aligned with the challenges ahead for us across our operating brands in their respective categories,” said Tai. “Emphasis was made to not only modernise our approach and to orientate towards results but to really provide fresh perspectives and creative solutions.”

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