CIMB Group appoints new creative agency

CIMB Group has appointed Malaysian independent creative agency Chariot as its creative partner for the group’s brand team in Malaysia.

The appointment marks one of the most significant accounts handed to a Malaysian independent agency in recent years, challenging the traditional network dominance in the financial services sector at a time when brands are demanding agile, culturally nuanced storytelling

Founded in 2021, Chariot said its positioning as an independent agency and entrepreneurial spirit gave it the competitive edge during the pitch process. The agency positions itself as a creative partner focused on building culturally grounded and emotionally resonant narratives. 

Don't miss: Reckitt Mead Johnson Nutrition appoints agency for Southeast Asia creative remit

Adrian Cheah, managing director of Chariot, described the appointment as a milestone for both the agency and the wider independent agency landscape.

"This is a defining moment for Chariot and a testament to what independent agencies can achieve when a client values agility over legacy corporate structures," said Cheah.

"CIMB is an institution that moves at the speed of ASEAN's ambitions. Because we are independent, we share that exact same entrepreneurial DNA. We understand the grit it takes to build something from the ground up in these markets."

He added that the agency aims to move beyond conventional financial services advertising and develop work that reflects how consumers across the region experience wealth, ambition and progress in their everyday lives.

The appointment comes amid a series of notable agency wins across the region. Earlier this month, SK intellix Malaysia named BLWN its creative retainer agency as it prepares to launch its AI-led wellness product line, NAMUHX.

Separately, Reckitt Mead Johnson Nutrition appointed TBWA\Santiago Mangada Puno to handle its ASEAN creative business, adding the Enfagrow remit across Southeast Asia to its existing Lactum account in the Philippines.

Earlier this year, Simmons reappointed The Secret Little Agency following a closed-door pitch, with the expanded remit spanning integrated campaigns across Thailand, Malaysia, Indonesia and the Philippines through TSLA's regional partner network.

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