Coway Malaysia reinforces decade-long creative partnership in dual-agency mandate

Grey Malaysia, part of Ogilvy Group Malaysia, has been reappointed as creative agency for Coway Malaysia for 2026, reinforcing a partnership that began in 2017. Over the past decade, Grey has been instrumental in shaping Coway’s brand identity and positioning it as Malaysia’s leading home wellness brand.

Since their partnership began, Grey has helped transform Coway’s market perception, guiding successful product launches and campaigns that elevated the brand’s cultural relevance. In 2026, Grey will continue to lead Coway’s strategic and creative direction, and has been tasked with developing a topline guide to ensure consistent messaging across all partners, underscoring its central role in defining Coway’s communications strategy.

As Coway ramps up its marketing campaigns for the year ahead, Grey and dentsu Malaysia will collaborate on its agency roster, supporting various launches, campaigns, and activations across the brand’s portfolio.

Janice Tan, group manager of the marketing division at Coway Malaysia, shared: “Grey has been more than just an agency. They have been a strategic partner in our growth story. Their deep understanding of our brand, coupled with their ability to craft compelling narratives, has been invaluable in positioning Coway as a leading home and wellness brand in Malaysia."

She also added: "We have immense trust in Grey’s strategic vision and creative capabilities, and we look forward to celebrating our 20th anniversary and embarking on our next chapter of innovation with Grey at the helm.”

Irene Wong, CEO of Ogilvy Group Malaysia, said of the reappointment: “Our journey with Coway Malaysia has been one of true collaboration, built on mutual trust and a relentless pursuit of excellence. Being reappointed as their lead creative agency is a testament to the enduring impact of our work and our shared vision for innovation in the home wellness space." She also added that Grey is proud to continue upholding Coway’s brand identity and bringing its narrative to life.

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Grey’s 2026 mandate encompasses key brand-building initiatives, including Coway’s 20th anniversary celebrations, product campaigns, and major activation events such as the Coway Run.

Graham Drew, chief creative officer at Ogilvy Group Malaysia, highlighted the significance of these campaigns: “This reappointment is a profound validation of our team’s strategic acumen and creative horsepower. Leading the charge on the 20th anniversary and embedding innovation across all communications are incredible opportunities to showcase the depth of our partnership and our ability to deliver iconic work.”

Earlier this January, A+M reported that Coway Malaysia appointed dentsu Malaysia as a new addition to its roster of creative agencies, following a pitch held last year. dentsu 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.

Over the years, Grey has delivered numerous high-profile campaigns for Coway, including the 2025 “Made for me” campaign, 2024’s Coway BEREX, and “Dream Decoded” in 2023. Coway's "Made for me" campaign, reported by A+M last November, was 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. A monorail train was also wrapped entirely with campaign visuals and serves as both an advertising medium and an experiential touchpoint. Passengers are invited to “hop on” and immerse themselves in Coway’s storytelling while capturing iconic KL moments in a snap-and-hunt contest.

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.

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