Proton picks new creative agency, Prudential, URMunchy’s and Ayam Brand extend ties

Proton has appointed Naga DDB Tribal as its new integrated marketing services agency following a four-way pitch. The appointment marks a significant move for the national carmaker as it looks to strengthen consumer connections with integrated brand experiences across platforms. Meanwhile, Prudential has extended its 14-year partnership with the agency after a review involving four agencies. The renewal signals the insurer’s continued confidence in Naga DDB Tribal’s ability to deliver consistent and impactful creative work.

Don't miss: Ryt Bank rolls out 'Banking done right' launch with creative agency collaboration

URMunchy’s and Ayam Brand have also reappointed the agency for their 2025/2026 remits, reinforcing long-standing relationships. Ayam Brand’s decision comes on the back of the “Makan lain macam” ("Eat differently") campaign led by Naga DDB Tribal, which received strong market recognition earlier this year.

“These partnerships reflect the strength of our client-agency relationships and the shared commitment to delivering meaningful work,” said Farrah Harith McPherson, chief growth officer of Naga DDB Tribal. She added that the agency is focused on leveraging its integrated offerings to help brands navigate a rapidly evolving marketplace.

"This year has not been without its challenges, but it has also revealed the battle-tested, unwavering spirit of our people. We are proud of how our teams have rallied, driving growth, strengthening partnerships, and delivering work that continues to earn the trust of both new and returning clients," she added. 

In recent creative pitch activity, Payments Network Malaysia (PayNet) has appointed independent agency Chariot Agency to lead its brand positioning efforts. The agency will develop PayNet’s first-ever masterbrand platform, supported by an integrated communications programme. Meanwhile, Chariot Agency has also been named the creative partner for Gigi Coffee, as the lifestyle-focused chain seeks to maintain a culturally connected, sharp brand identity amid its expansion.

Ryt Bank, the world’s first AI-powered bank, has also unveiled its debut campaign under the tagline “Banking done right,” featuring a five-part video series that showcases how its AI-driven products serve everyday Malaysians. The campaign was developed in partnership with TBWA Malaysia.

Astro Malaysia is currently conducting its own creative agency review following a series of RFPs in May. The company said the exercise is aimed at identifying partners who can modernise its approach, deliver results, and inject fresh creative perspectives across its portfolio of operating brands.

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