Guinness Malaysia appoints PR agency of record for 2025

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Guinness Malaysia, the flagship stout brand under Heineken Malaysia, has appointed Archetype Malaysia as its public relations agency of record for 2025. The appointment follows a competitive multi-agency pitch and will see the agency leading all PR campaigns for the brand across the calendar year.

Archetype will drive an integrated PR program which spans storytelling, influencer marketing, and experiential activations. A key focus for 2025 will be Guinness' ongoing partnership with the Premier League, a platform the brand continues to build on following the success of its “Spirit of togetherness” campaign in 2024.

Don't miss: Guinness Malaysia launches nationwide search for chief pint officer

“We’re pleased to appoint Archetype Malaysia to lead all PR campaigns for Guinness Malaysia,” said Joyce Lim, marketing manager for Guinness Malaysia. “Archetype impressed us with their fresh and exciting ideas to amplify our football platform, particularly as we continue to build momentum around the Premier League."

"While the overall campaign structure is solid, Archetype’s PR strategy brings a strong narrative angle that complements and enhances our brand goals," Lim added. The win is a notable milestone for Archetype Malaysia, who emerged as the front-runner against three other shortlisted PR agencies.

The agency will be tasked with reinforcing Guinness' brand purpose and cultural relevance through emotionally resonant storytelling and campaign moments that connect with Malaysian consumers. This includes a year-long pipeline of activations, from football-driven fan engagement to lifestyle-led storytelling initiatives.

“Football is more than just a sport, it’s a shared ritual and a universal language that unites people across backgrounds,” said Lee Tiam Siang, managing consultant at Archetype Malaysia.

“Our partnership with Guinness is about fuelling that passion in ways that are authentic, energizing, and distinctly Guinness. We’re honoured to help shape an unforgettable year ahead for the brand and its fans," she added.

This comes amid a slew of new PR agency appointments in the past month. Notably, Ayam Brand has appointed Mad Hat Asia for a 12-month retainer covering PR and communications. The remit also covers its sister brand Alce Nero, under A. Clouet Malaysia. The contract will run from April 2025 to March 2026.

Meanwhile, the Hong Kong Tourism Board (HKTB) tapped Ariff Communications as its public relations agency for the Malaysia market. The appointment, which runs from 1 May 2025 to 30 April 2026, will see the Malaysian-based agency lead HKTB’s integrated PR and marketing campaigns tailored to local audiences.

In another appointment, Irama Hotel Kuala Lumpur, an up-and-coming hospitality landmark in the capital, has picked GO Communications to oversee aspects of public relations and brand communications duties ahead of the hotel's opening in the fourth quarter of 2025.

Just this week, Archetype was tasked with Guinness Malaysia's "chief pint officer" campaign, a new role aimed at championing the quality and craft of its iconic draught. The CPO will serve as a brand ambassador responsible for recognising the perfect pour and promoting how Malaysians experience a pint of Guinness.