UNCANNY enters Malaysia with Astro Media Solutions creative appointment

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 marks UNCANNY’s official entry into the Malaysian market.

The partnership comes as Astro Media Solutions continues its evolution from a traditional media owner into what it calls “The attention company”, with a focus on delivering attentive reach that drives business outcomes.

UNCANNY will lead a comprehensive scope spanning the marketing and communications of Astro’s media ecosystem to advertisers and agency partners, across its TV and OTT services, more than 40 digital content brands and 13 radio stations.

Don't miss: Astro names creative and media AORs after competitive review 

The appointment follows a competitive RFP (request for proposal) process aimed at finding a partner capable of handling high-volume, multi-channel assets while maintaining technical and creative excellence. UNCANNY will support Astro Media Solutions across four key pillars: thought leadership, tactical sales campaigns, always-on marketing, and event and PR initiatives.

Goh Soo Mei, VP, client solutions at Astro Media Solutions, said attention is the most valuable currency in today’s marketing landscape. She explained that the company must be as intentional about earning attention for itself as it is for its clients. "UNCANNY has been brought on-board to help us sharpen that story - so advertisers can clearly see how Astro’s platforms and IPs work together to drive real brand and business growth," she said. 

Central to the collaboration is UNCANNY’s proprietary AI-powered production suite, UNCANNY Valley. The studio plans to combine strategic thinking with high-velocity AI tools to position Astro’s intellectual properties as strategic brand-building assets, rather than mere channels for reach.

Chin Han Yu, co-founder at UNCANNY, said Astro Media Solutions’ communications must reflect future-forward behaviour as it serves as the face of Astro to advertisers. "By building our creative production workflow with AI at its core, we are delivering assets systematically with higher levels of consistency and craft; we are shaping the new economics of attention. Our goal is to prove the impact of AMS’s first-party data and premium content through efficient storytelling that is bold, human, and culture-driven," he added. 

UNCANNY has been building its AI-powered production hub in Malaysia over the past 12 months, and this appointment signals the agency's deeper commitment to the market and to expanding its AI-driven creative offering across the region.

Separately in October last year, Astro Malaysia had completed its agency review to appoint new creative and media partners in a move to strengthen its marketing ecosystem and sharpen strategic execution across its platforms. Following an extensive pitch process involving leading agencies, Naga DDB Tribal has been reappointed as Astro’s creative agency-on-record (AOR), while Publicis Malaysia joins as its new media AOR. Both partnerships will officially commence in early 2026.

Previously, WPP Media (Mindshare) was the streaming and entertainment company's media AOR since 2022, for a two-year appointment. Naga DDB Tribal's Talon Creative had been on the creative account for a cumulative 17 years.

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