Who’s leading the charge? Meet the finalists for Agency of the Year and MARKies Awards Malaysia 2025

The stage is set. MARKETING-INTERACTIVE is thrilled to reveal the finalists for the 17th edition of the Agency of the Year and MARKies Awards 2025 in Malaysia, one of the country’s most anticipated celebrations of agency excellence.

This year marks a monumental return for the annual awards programme, honouring the most outstanding campaigns, boldest strategies, and most creative executions in Malaysia’s marketing landscape. With 33 Agency of the Year categories and 50 MARKies categories, including seven new additions, the 2025 edition signals a dynamic evolution in recognising excellence.

The new categories – ‘Search Agency of the Year’, ‘Most Creative – Artificial Intelligence’, ‘Most Creative – Storytelling’, ‘Most Creative – Hyperlocal Marketing’, ‘Most Effective Use – Artificial Intelligence’, ‘Most Effective Use – Contextual Advertising’, and ‘Most Effective Use – Zero-Party Data’ – reflect the shifting priorities of marketers today, where data, context, culture and AI are reshaping the game.

In true tradition, the five highest-scoring agencies in the Agency of the Year Awards will go head-to-head for the coveted Overall Agency of the Year title. Over at the MARKies, agencies will battle it out in the Creative Ideas and Media Usage segments for two prestigious accolades: Overall Creative Ideas MARKie and Overall Media Usage MARKie.

This year’s judging panel comprised 24 seasoned marketing leaders, each bringing a depth of experience and industry insight to the table — ensuring that only the most deserving campaigns advanced to the finalist stage.

Anoushka Bhar, head of PR and  communications at Boost, said the judging process reignited her admiration for the industry’s vibrancy. “What stood out was the sheer heart, passion, and pride poured into every submission. It reminded me of the creative spirit that keeps this industry so alive and dynamic,” she said.

Rachel Goh, zone head of employer branding and talent marketing at Nestlé, was energised by how forward-thinking the shortlisted campaigns were.
“These submissions go beyond meeting current standards – they anticipate future challenges. From AI-powered innovation to sustainability-led ideas, they offer a compelling vision of marketing’s evolution,” she said.

Jag Singh, director of student recruitment and marketing at the University of Nottingham Malaysia, highlighted the integration of culture and technology. “It was refreshing to see campaigns that successfully integrated local cultural practices with technology to create meaningful impact,” he said.

He added, “Some of the smartest executions were low-cost but highly effective, driving both footfall and sales.”

Tiffany Tan, general manager – marketing at Pokka, praised the consumer-centricity behind the campaigns. “Innovation often starts with a clear understanding of the consumer. Many of the entries showed how powerful ideas can drive real, positive change when grounded in genuine consumer needs,” she said.

Meanwhile, Shermaine Chen, head of marketing, homecare and foods at Unilever, echoed the praise, noting the strategic depth of several entries. “Several entries stood out for how well they connected the product with a consumer insight and communicated it creatively and effectively. I’m excited to see which ones take home the trophies,” she said.

The winners will be crowned at a spectacular gala dinner and celebration on 20 June 2025 at the Grand Ballroom, Hilton Kuala Lumpur.

Curious to see who’s made the cut? Click here to view the full list of Agency of the Year and MARKies Awards Malaysia 2025 finalists.

To book your gala package or for more information, please get in touch with our project managers:

Mohanesh Kumar
Regional Project Manager
Tel: +65 6423 0329 Ext 230
Mobile: +65 9895 3365 / +60 169 077 693
Email: mohaneshk@marketing-interactive.com

Abigael Ayerdi
Regional Project Manager
Tel: +65 6692 9031 Ext 814
Mobile: +63 9975 296 501
Email: abigaela@marketing-interactive.com

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