Coway adds new creative agency to roster following pitch

Coway Malaysia has appointed dentsu Malaysia as its new creative agency, following a pitch held last year. The appointment will see dentsu Malaysia taking on creative development duties for Coway’s key product campaigns, alongside the brand's existing agency partner, Grey Malaysia.

Under the new partnership, dentsu Malaysia will lead selected campaigns with a focus on high-impact creative storytelling and seamless execution across multiple touchpoints. The remit includes supporting new product launches and brand activations, with the aim of deepening audience connection and engagement for Coway across the Malaysian market.

Don't miss: Coway’s 'Made for me' campaign hits the tracks with immersive storytelling train

According to Janice Tan, group manager of marketing at Coway Malaysia, dentsu Malaysia stood out for both the strength of its creative work and its understanding of the brand’s audience. "dentsu Malaysia’s impactful and eye-catching creative work, together with the agency’s ability to deliver fresh and engaging ideas, stood out strongly to us," she shared.

Tan also added that dentsu's ideas did not just stand out, but connected, with each concept reflecting creativity and care, showing a deep understanding of what moves their audience. "We’re excited to see what we can achieve together in bringing these campaigns to life," she said. 

Haris Ismail, general manager at dentsu Malaysia, said the partnership goes beyond a traditional creative mandate. “We’re proud to partner with Coway, a brand that continues to raise the bar for what healthy living means in Malaysia. Beyond a creative mandate, this partnership is an opportunity to shape conversations around wellness, innovation, and care, values that both our teams share,” he said.

Ismail added that the appointment reflects confidence in the agency’s people and thinking. “This appointment reflects the trust in our people, our ideas, and our shared ambition to connect with Malaysians through stories that inspire healthier, more fulfilling living.”

Recently, Coway ran its "Made for me" campaign in November. Designed to celebrate real Malaysian voices and demonstrate the brand’s impact on everyday wellness, the Coway "Made for me" monorail transformed the city’s daily commute into an immersive, interactive experience.

It spotlighted authentic Malaysian experiences across air, water, sleep, and wellness solutions through six short films featuring Cassandra, Mike, Faris, and other real users. From breathing easier with air purifiers to rediscovering restful sleep, each story underscored how Coway products enhance daily life. These narratives are amplified through the monorail takeover, turning the city itself into a moving canvas for Malaysian stories.

Supporting the monorail experience, Coway’s agency partners included Grey for creative direction, Ampersand for media planning and execution, and Zeno Group for PR and overall activation. This multi-agency collaboration allowed Coway to combine immersive storytelling, interactive experiences, and media amplification to deliver a campaign that goes beyond conventional advertising.

Back in 2024, Coway had also partnered with creative agency Grey for the release of its brand film in conjunction with the launch of its latest sub-brand BEREX. The film, titled "Pause the world" is part of a fully integrated campaign by Grey Malaysia and directors Think Tank. Shot at one of the busiest spots in the heart of Kuala Lumpur, the film brings the hustle and bustle to a near standstill, turning the stressful into the sublime through the beauty of super-slow-motion shots. 


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