SK intellix appoints creative retainer agency

SK intellix Malaysia has appointed BLWN as its creative retainer agency, as the brand prepares to roll out a new AI-led wellness product line, NAMUHX.

The appointment comes as SK intellix Malaysia, part of South Korea's SK Group, continues its transition into a more intelligent, AI-driven platform.

Formerly known as SK magic Malaysia, the premium home appliance brand rebranded in September 2025 to reflect this strategic shift, and specialises in home appliances such as air purifiers, water purifiers, water filters, as well as dishwashers. 

BLWN was appointed following two rounds of pitches between October to November 2025, with work commencing early in January 2026.

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Under the one year retainer, BLWN will oversee creative strategy, campaign development, social media and performance marketing. The agency’s integrated approach, combining strategic insight, culturally nuanced storytelling and data-led execution, was understood to be a key factor behind the win.

As SK intellix Malaysia gears up to introduce its AI-driven proposition into a competitive and technology-saturated market, the partnership will focus on building clarity and relevance among local consumers.

A key challenge lies in making advanced technology feel intuitive and meaningful in everyday life, an area BLWN aims to address through its hyperlocal market understanding and cross-disciplinary expertise.

Commenting on the appointment, Mark Lee, CEO of BLWN told A+M: “What makes this project exciting is not just the technology itself, but how AI is being applied in a way that integrates more closely into everyday lifestyle appliances."

He added, "The industry has largely moved past talking about AI as a concept. The real conversation now is about how it improves daily life."

With SK intellix Malaysia, BLWN views this as an opportunity to advance that conversation, which aligns with its belief in building work that feels progressive, relevant and grounded in real human behaviour.

In other agency appointments coming out of the country, Malaysia Airlines recently picked Kingdom Digital Malaysia as its creative automation agency, formalising a working relationship that began in July 2024, when Kingdom Digital was first engaged on a project basis to support the airline’s high-volume digital production needs.

Meanwhile, Astro Media Solutions, the advertising and media sales arm of Astro Malaysia, has appointed Singapore-based AI-powered creative studio UNCANNY as its creative agency partner. The move marked UNCANNY’s official entry into the Malaysian market.

In March, Express Rail Link (ERL), operator of KLIA Ekspres and KLIA Transit, reappointed BLWN as its creative, strategy, social, and performance retainer agency for a second consecutive term.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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