Hyundai Malaysia picks agency to drive PR and comms

Innocean Worldwide Malaysia has appointed Mad Hat Asia to handle PR and communications duties for Hyundai Motor Malaysia. 

The appointment comes as the automotive brand looks to strengthen its narrative and connect with Malaysian car buyers through lifestyle-led storytelling.

The appointment, which runs from May 2025 to April 2026, is a 12-month retainer that sees Mad Hat working alongside Innocean Malaysia, Hyundai Malaysia’s master agency, to deliver comprehensive PR support across both brand and product communications.

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The scope includes strategic media relations, content development, press office management, product launch support and media event execution.

In addition, Mad Hat’s remit will cover key model launches, brand announcements and ongoing press office functions, with an emphasis on weaving lifestyle and cultural relevance into Hyundai’s premium automotive positioning.

The partnership focuses exclusively on the Malaysian market and comes as Hyundai continues to ramp up its presence among discerning local drivers.

Commenting on the appointment, Mr Hyun Deok, chief executive officer of Innocean Worldwide Malaysia, said: “Mad Hat stood out to us for their ability to reframe automotive communications in a way that feels modern, lifestyle-driven and relevant to the Malaysian market. They bring strategic discipline with a flair for storytelling — a combination we believe is key as our client builds deeper resonance with premium car buyers locally.”

Rubini Maruthian, country lead (Malaysia) at Mad Hat Asia, added: “Winning Hyundai Malaysia is an exciting milestone for us. It’s a brand that’s constantly pushing boundaries — from innovation to design — and we’re here to translate that into stories worth telling. We’re proud to partner with Innocean on this journey and look forward to helping shape the next chapter of Hyundai’s brand presence in Malaysia.”

The agency has already kicked off work, with its first wave of media engagement underway since May. Over the next six months, Mad Hat will support Innocean on a series of major media initiatives, including a key product launch and wider efforts to position Hyundai as a lifestyle choice for the modern Malaysian driver.

Innocean Worldwide Malaysia adds to Mad Hat's roster of new wins this year. The agency recently secured Ayam Brand's PR and communications remit, covering the brand as well as its sister brand Alce Nero under A. Clouet Malaysia.

Mad Hat’s scope includes strategic PR, media relations, influencer engagement, content development and campaign management. It will also handle planning, press office support, creative press kit ideation and media outreach across multiple campaign moments throughout the year.

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