Havas’ Prose on Pixels launches Malaysia studio

Prose on Pixels (POP), Havas' AI-powered global content-at-scale network, has launched a new studio in Malaysia, setting up a regional production and adaptation hub to help brands scale creative ideas consistently across Asia Pacific. 

The studio combines creative, production and AI-enabled capabilities under one integrated model. It will serve clients across Southeast Asia and the wider region through content production, creative adaptation, localisation, transcreation, asset management and AI-enabled content operations.

Jacqueline Chin, business unit director of Prose on Pixels, will lead the capability and report to Joris Knetsch, EVP APAC.

Don't miss: New production house Command Shift makes a case for local storytelling 

The launch comes as campaigns increasingly need to travel across markets, with brands facing growing pressure to keep creative quality high while managing operational complexity, tighter budgets and greater demands for efficiency. 

In response, POP will focus on specialist talent, structured workflows and technology-enabled production, so clients can adapt and deliver content at scale without losing the original creative intent.

"Today's best ideas are rarely built for a single market," said Knetsch. "Brands don't just want their campaigns translated, they need them to actually work in each market. That's the gap our Malaysia studio closes and we're already adapting work for clients across several categories like lifestyle, tech and FMCG, turning single ideas into campaigns that feel native everywhere they run."

On why Malaysia, POP points to its multicultural environment, multilingual workforce, strong creative talent base and cost efficiencies. 

Nizwani Shahar, CEO of Havas Malaysia, said: "Malaysia reflects the realities of modern marketing in Asia. Its diversity, talent and regional connectivity make it an ideal location for solving one of the industry's biggest challenges: how to deliver world-class creative work consistently across multiple markets. What works here can be scaled across the region."

Prose on Pixels launched globally in June 2023 as Havas' AI-powered content-at-scale network, folding the group's creative, built environment technology and capability (BETC), health and media studios into one content creation offering. 

The APAC push began last year, when Havas named Joris Knetsch as EVP of Prose on Pixels in Asia Pacific, based in Singapore, to lead the network's regional launch and expansion as part of Havas' converged strategy.

The Malaysia studio also follows POP Australia, which Havas recently launched as the first origination Centre of Excellence for the network in Asia Pacific. That unit brings together production, filming, editing, post-production, animation and VFX with AI-based workflows built on Havas tools. 

Related articles:
Havas' Donevan Chew on why creativity needs to be a little more rebellious
Havas Play Singapore names new GM, CEO Kenny Yap exits 
Havas Malaysia bolsters leadership with senior hires