MISC wraps up creative pitch, retains agency partner

Maritime conglomerate MISC Group (MISC) has confirmed it will continue its partnership with independent agency Chariot following a competitive pitch process, reaffirming the agency’s role as its creative partner.

The review was part of MISC Group’s regular cycle to ensure its brand and communication partners align with the organisation’s evolving business priorities, particularly in strategic storytelling, campaign development, and creative execution across its diverse portfolios. MISC Group boasts a global presence spanning LNG, petroleum shipping, offshore floating solutions, and marine & heavy engineering.

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Chariot will continue leading creative efforts for MISC Group, with new campaigns expected to roll out across Q4 2025 and into 2026.

“It’s a privilege to continue building with MISC Group. This is a brand that is shaping the future of our world, and we’re proud to bring that narrative to the world in a way that feels both ambitious and deeply human," said Jarrod Reginald, executive creative director of Chariot.

Chariot has been MISC's creative partner since 2021, delivering several campaigns, most notably for Hari Kebangsaan (National Day) and International Day for Women in Maritime. 

For Merdeka 2021, the agency also worked on the "Morse code" print campaign, a minimalist tribute to the nation with a Merdeka Day message in morse code, shared as a print ad on The Star, The Edge and Harian Metro. MISC also posted a video message on its LinkedIn explaining that the video is not a showcase of some random dots, squares and dashes but a message in morse code.

In May 2022, MISC also set sail with an ad campaign featuring the stories of different women in the maritime industry. In celebration International Day for Women in Maritime, the campaign aims to celebrate and shine a spotlight on the 1.2% of women working in the maritime industry. By scanning the QR code on the ad (pictured below), the public will be able to access and listen to five different soundbites, where each woman shares her experiences and struggles she faces working in maritime.

For International Day for Women in Maritime 2024, MISC also collaborated with Malaysian artist and speed painter Haze Long to turn stories and emotions into a painting in a campaign titled "Her, as told by them", led by Chariot as well. It centred around heartfelt testimonials from the loved ones of female seafarers.

Earlier this year, the company together with Chariot spotlighted the untold stories of female seafarers through a highly immersive exhibition titled "Chart her course". The interactive experience aimed to challenge stereotypes and open up new possibilities for women in one of the world’s most male-dominated industries.

Some of Chariot's other work for MISC includes ‘Four dots that move the world’, a World Maritime Day campaign turning navigational motifs into a bold visual metaphor for global shipping; and Highlights include ‘Symphony of the Nation’, a Hari Kebangsaan campaign featuring an AR filter that allowed users to play the national anthem using vessel horns.

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