PayNet picks creative agency

Payments Network Malaysia (PayNet) has appointed independent creative agency Chariot Agency to spearhead its brand positioning efforts.

As the chosen agency, Chariot will develop PayNet’s first-ever masterbrand platform alongside an integrated communications programme. Work starts immediately, with the first campaign set to launch in the fourth quarter of 2025.

In addition, Chariot will support PayNet’s creative direction from strategy through to execution, signaling a growing appetite for strategic creativity that solves business challenges, not just sells.

Don't miss: Wipro Unza Malaysia calls for creative pitch

While PayNet is widely recognised for operating key payment systems such as DuitNow and JomPAY, its past marketing focused on individual products. This new chapter will place PayNet itself centre stage, highlighting its role as a critical enabler of Malaysia’s digital economy and financial inclusion ambitions.

“PayNet isn’t a product with a price tag. It’s the infrastructure behind a country-wide shift in how people live, work, and spend,” said Jarrod Reginald, executive creative director at Chariot.

“That kind of brief deserves more than a campaign. It needs a clear strategic lens, and close collaboration to get right – something we’re excited to sink our teeth into," he added. 

In addition to its creative agency appointment, PayNet is currently seeking a media agency to oversee its full-funnel media planning and execution.

The chosen agency will manage brand awareness and product education efforts, including cross-border initiatives, while amplifying refreshed DuitNow and QR point-of-sale materials.

The contract covers a broad range of channels such as digital, social, TV, radio and out-of-home, with a dedicated team required to deliver nationwide campaigns — including outreach to rural and regional areas.

Meanwhile, Wipro Unza, the personal care company behind some of Malaysia’s best-known FMCG brands, has also launched a creative pitch in search of a new strategic advertising partner for a two-year engagement.

The appointed agency will oversee the strategic and creative direction for five key brands: Carrie Junior, Dashing, Enchanteur, Romano and Scentify. The open pitch reflects Wipro Unza’s ambition to collaborate with a partner who can deliver bold ideas with swift execution across its portfolio.

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