FedEx Malaysia retains PR agency partner for further three years

FedEx Malaysia has reappointed Perspective Strategies as its public relations agency for another three years, extending what will be a decade-long partnership by 2028. The reappointment, finalised in March 2025 after a repitch process in January, marks the continuation of a trusted relationship that has helped shape FedEx’s communications and brand presence in Malaysia since 2018.

Under the renewed agreement, Perspective Strategies will continue to strengthen FedEx Malaysia’s positioning as a trusted enabler of trade, connectivity, and sustainable logistics. The agency’s partner and executive director, Tan May Lee, said the next phase of collaboration will deepen focus on helping the brand communicate its role in driving business growth across all scales. From multinational corporations to local small and medium enterprises (SMEs).

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“With this renewed partnership, we’re sharpening that focus, positioning FedEx as a logistics and trade enabler that helps businesses of every scale in Malaysia reach new markets through its freight network, digital innovation, customs expertise and continued infrastructure investments,” said Tan.

She added that communications will also play an increasing role in driving clarity around FedEx’s sustainability and community impact. “Our goal is to turn these shifts into purposeful narratives that show how FedEx continues to innovate, adapt and create tangible value for both the economy and the communities it serves,” she said.

Over the years, the partnership has delivered several high-impact campaigns and moments for the brand, including lighting up the KL Tower in FedEx’s signature purple and orange to mark its 30th anniversary, and a nationwide visual storytelling campaign for its electric vehicle (EV) fleet rollout across key states. Perspective Strategies has also built the brand’s thought leadership in trade and SME growth through media collaborations and virtual initiatives that kept the brand top of mind even during the pandemic.

Tan added that future campaigns will continue to balance brand storytelling with tangible business value. “We’re focused on purposeful storytelling that builds relevance, trust and impact for the brand in an increasingly complex logistics landscape. Our goal remains the same, that is to help FedEx stay visible and credible where it matters most, using communications to quietly but meaningfully move the needle for the business,” she said.

FedEx Malaysia’s managing director, Woon Tien Long, said the reappointment reflects the strength and evolution of a partnership built on trust and creativity. “Perspective Strategies has developed a strong grasp of both our business and our purpose, helping us tell stories that show how FedEx connects businesses and communities, not just through logistics, but through the impact we create,” said Woon.

He added that the agency’s understanding of the industry and adaptability has helped FedEx communicate effectively through changing times. “Together, we continuously challenge ourselves to push creative boundaries, by finding fresh, compelling ways to tell the FedEx story in Malaysia,” he said.

As Perspective Strategies looks ahead to 2026, Tan said the agency is sharpening its 360° storytelling strategy by integrating PR, communications and marketing to deliver measurable impact. “Visibility alone is no longer enough. Brands need communications that connect awareness with conversion, reputation with results,” she said.

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