Duopharma Biotech appoints new media agency for consumer segment

Duopharma Biotech has appointed Trapper Group as its media agency of record (AOR) for its consumer health segment, following a multi-agency pitch.

The appointment sees Trapper taking on the remit for integrated media strategy, planning and buying across both traditional and digital platforms, supporting Duopharma’s continued expansion within the consumer healthcare segment, in Malaysia. 

Trapper said in a statement, that it was evaluated on strategic strength, commercial competitiveness and its data-led approach to delivering measurable business outcomes, during the pitch process. The agency added that the decision reflects the pharmaceutical company’s desire to work with a partner designed for agility in an increasingly fragmented media landscape.

Rather than relying on siloed channel execution, the partnership aims to build a more unified and integrated media architecture, aligned to evolving consumer behaviours and the growing demand for accessible and trusted healthcare solutions.

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Yvonne Chew, head of marketing at Duopharma Consumer Healthcare, said Trapper demonstrated a strong understanding of the brand’s category dynamics and growth priorities. “Their strategic thinking and data-led mindset give us confidence as we enter our next phase of expansion,” she said. “We look forward to working closely with the team to unlock new opportunities and accelerate Duopharma’s next phase of growth.”

As one of Malaysia's top pharmaceutical companies, Duopharma continues to reinforce its market leadership while adapting to a more digitally driven healthcare environment. The company said the new partnership will focus on strengthening brand visibility, deepening consumer engagement and driving sustainable growth across its consumer healthcare portfolio.

From Trapper’s perspective, the win underscores the agency’s ability to compete at the highest level against larger network players. Sheley Lim, chief business officer of Trapper Group, described Duopharma as an iconic Malaysian brand with strong growth ambitions. “This win reflects the strength of our integrated model and our ability to compete at the highest level,” she said. “We look forward to partnering with Duopharma to unlock new growth opportunities and deliver media strategies that drive real business outcomes.”

In October last year, Maxis had appointed IPG Mediabrands’ Universal McCann (now Omnicom Media) as its new media agency, following a competitive pitch process, A+M had learned. The media pitch, which reportedly began at the end of 2024, concluded with the appointment finalised around mid-2025.

More recently in February this year, INNOCEAN has renewed its global media partnership with Havas Media Network following an internal review covering Hyundai Motor Group brands across key international markets.

Meanwhile, Unifi and Malaysia Airlines have also both called for media pitches. 

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