GrowthOps Creative launches dedicated studio for CelcomDigi

GrowthOps Creative has unveiled a new dedicated studio designed to drive CelcomDigi’s end-to-end marketing execution, bringing together previously separate agency functions into one integrated team. The move underscores an industry-wide shift toward embedded creative models that prioritise agility, efficiency, and scalability.

The new studio, housing over 30 team members, was built in under 60 days and operates from its own dedicated office. It has already supported several high-profile campaigns, including CelcomDigi’s Merdeka celebrations, the iPhone 17 launch, and the debut of the telco’s new unified app.

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The studio is helmed by group account director Kelsey Rabindran (pictured left) and creative director Leonard Leao (pictured right), with support from creative group heads Juliana Lee and Leann Fernandez, head of social media Felicia Cheong, and senior project manager Stephanie Boey. Within the new setup, Sreenavin Sreedhran has been promoted to creative lead.

Chris Greenough, general manager of GrowthOps Asia, said the agency’s approach has always centred on deep integration with large enterprise marketing teams. “By bringing CelcomDigi’s creative needs under one roof, we can deliver faster, sharper work while enabling true collaboration across the brand’s marketing ecosystem,” he said.

In line with the expansion, GrowthOps Creative has also elevated Adzam Bahrin to executive creative director, where he will oversee the agency’s broader creative portfolio across clients.

Greenough added that the launch reflects GrowthOps Creative’s continued focus on building bespoke solutions for enterprise clients. “We believe embedded teams are the future of how ambitious brands will scale creative and marketing impact,” he said.

Earlier this year, CelcomDigi handed over its creative remit to M&C Saatchi Malaysia, GrowthOps Asia and Grey Malaysia. CelcomDigi confirmed the appointments with A+M in April, and said these agencies will support CelcomDigi’s three critical business areas moving forward.

"They were selected for their strong strategic capabilities, creativity, and operational agility, supported by their future-ready approach to technology and tools that drive impact in today’s fast-moving, multi-stakeholder environment. We look forward to working closely with all three agencies to realise our vision of becoming a customer-driven, strategy-led, best-in-class solutions provider," a CelcomDigi spokesperson said.

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